Once I had designed everything as in ALL the products I put it all in a PDF ready for submission. Can be found below

Major Practical Project

This was my first attempt at a branding project/assignment and I felt it has enabled me to express my creativity on a bigger scale as a much larger outcome was necessary to fulfil the brief.


At first I wasn’t sure of what kind of branding project I wanted to do, I even went as far as trying to get a brief from the BBC TV show The Apprentice. I’ve always wanted to do one of the branding projects they get as I thought they would be quite interesting to do, but myself and my tutor realised there was not much of a structure to their briefs so we just left it at that. We looked elsewhere and she found a few briefs from YCN (Young Creative Network) and I asked a member of staff at Marine Studios to send me a few briefs so I could also have a look at them and pick one. Me and my tutor went over the briefs they sent and we both unanimously agreed on the Transport For London one.

The aim of this task was to design and brand a contemporary canteen’s graphic/visual identity (that is inspired by London’s Transport’s history and design heritage) that promotes the canteen to Londoners and tourists. I created a brand for the canteen called Central Diner, the concept behind the name was that the diner is based in Central London and it will offer a diner experience to the intended audience so Central Diner I settled on. From there I would create a logo and the rest of the visual identity that can be applied to differnt design formats in my case a stationary suite (a letterhead, business card and a compliment slip). Cutlery sleeve, table mat, menu, staff uniform, signage and an advertising campaign promoting the canteen.

To start this project officially, I went to the Transport For London (TFL) Museum in Covent Garden, going there would help inspire my project as I had to include TFL’s history and design heritage in my designs somehow. At first I struggled to do just that, and I think this was mainly due to me rushing the processes that I had to go through to get to the final outcome. I had gone with my first idea as opposed to trying to find alternatives and I struggled because I fell short based on the ideas I had produced (it weren’t enough). However I was able to recover when I revisited my research, as it helped open more routes to tackle the brief.

I believe the things that went well was the application of designs that the brand lent itself to in terms of design products, so stationary suite, cutlery sleeve, table mat, menu, staff uniform and signage and the advertising campaign. I felt my skills in all the softwares that I used to create the products were tested to an extent that made me have to learn new skills in order to pull of what I was envisioning, otherwise it won’t look as I had imagined making the project (as a whole) weaker. I feel I developed stronger skills in Photoshop, Illustrator and Indesign that allowed to create better designs for the brand and the overall project.

The things that didn’t go too well was when I repeatedly got stuck on the idea and design stage, before I finally settled on a logo design for the brand I had to redesign it twice and I found it quite frustrating because I couldn’t produce the rest of the products until the logo was done and I found it quite demotivating which  lead me to procrastinate for a while… But with a few days off I was able to come back refreshed with new ideas and keep the project going 🙂

Overall I was pleased with my final outcome for this project because there were a few stages where I didn’t even think I’d manage to produce the work I have and to a good standard on top of that, but my persistence was of great help. This project on a whole has slightly increased my confidence in my skills as a designer, as its pushed me to apply skills that i weren’t  necessarily good at and were out of my comfort zone for example, illustration and layout needed a lot of work in this assignment in order for me to accomplish anything decent for this assignment on top of that, the mistakes I have made have also made me grow as a designer.






I then moved on to the menu designs these would (obviously) be handed to the customers before they order. I based my menu on the British traditional foods that can also been eaten and seen at other canteens, but what makes it more memorable for my own canteen is the inclusion of the Transport For London history behind the design I feel it has more of an appeal to it.

The menu items came from the link provided.



The menu was based on great British food.


A restaurant brand that I came across when designing this project, it helped me see how to apply  the brand to similar things I am designing for my Central Diner brand.



With the menu at first I went with the same colours approach I had taken with the other products such as uniform, stationery suite, signage, cutlery sleeve and table mat but as this was the menu I would be able to include the typeface that has also been used for the logotype.

The photography for the menu was taken by myself and here are all the images that I initially selected from, it included the dishes English breakfast, bangers and mash with onion gravy, raspberry cheesecake  (hmmm :p) and a glass of wine… I say glass of wine, I actually mean blackcurrant.

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If that made you subconsciously hungry or thirsty in any way (I am sorry)… Though just imagine what it was like when I was taking the pictures :/

Those are the images I had taken for my menu, however I would only select one of each image to include, there would be no point in including more than one type of the same thing, it wouldn’t make sense and it would be unrealistic based on what I had researched.

Once I had the images I was able to move on to the actual layout and design of the menu. My first idea can be seen below.

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This idea was based on a sections layout so each topic (breakfast for example) had its own section with an image and the items of food on sale, the only thing I didn’t really like about the design is that it was too plain I had colour boxes and other than that it wasn’t really a fancy enough design for a menu (it also got called boring) so I first changed it ever so slighty.

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Here I added vector lines to these design in this case I was just trying to go for something that wasn’t as plain (the first one did). I didn’t find it interesting enough to look at it for long periods of time so it still needed to be changed. Upon analysing the design I decided to change the body copy, even though it was the same as the typeface for the logo I felt it was a bit difficult to read and it didn’t flow, as there is a large amount of text to read I would actually prefer if it was easily legible and flowed as a design and most importantly a page.

Here are versions with a new font called Futura Bk BT (san serif) for the body copy.

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Here is how the versions with the lines and the new typeface looked, I admit it was bit more cleaner and more legible (most importantly) than the previous version but I still felt something was missing from the overall design. So I went away for some research to see how I can make it more visually stimulating.


From my research I found a texture that almost resembled the surface of the steam locomotive (the train that the logo design was based upon) it was quite dusty and old and I felt it gave a new look to the design. I also decided to change the overall design as I and others felt it wasn’t interesting to look at on a visual level.

With the addition of texture I also had a new idea which had come from the table mat and cutlery sleeve designs, this included the horizontal white lines that went across both products, however to make it slightly different I decided to curve it ever so slighty just to add a different dimension to the design. The new idea can be seen below.

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I also designed the front cover of the menu so myself and the audience can get more of a feel as to what they would be looking at if it were actually in the canteen. This was the new design idea I had come up with based on those horizontal lines, and as you can see (with the addition of a texture) it has a more rough feel to it. I felt  the texture gave it its edge for the menu design. The only problem now is that I had designed the menu but I didn’t include the images, this was done intentionally to see if I would 1. like the overall design and 2. where I would be able to put the images once the design was complete. So based on that I stripped the bottom, curved horizontal lines and added an image of one the dishes, I done the same with the other side.

In the end the final design for the menu looked something like this.

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I was a lot happier with this outcome as I felt I was still relating the design (in some way) to the history of TFL even if it was just the original colour and a resemblance of texture of the steam locomotive.

Cutlery sleeve & Table mat

Once the signage was done I moved onto the cutlery sleeve and table mat as these would add to the diner/canteen experience and of course be in the diner itself, so i started of designing the sleeve using the same colours that are on the logo, stationery suite and signage this would help with consistency.

Here are the initials ideas i had for the sleeve

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The finals one i had decided on were the designs you see below.Final

That is the final design i had settled on for my cutlery sleeve, i felt it looked the most suitable out of all the ideas that i had and i was now ready to move on to the table mat.


Similar to the cutlery sleeve i tried to keep it clean and simple and not over complicate the designs, so i translated the same idea onto the mat just to see what it would look like. Below are the experiments of the examples i was trying.

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Here i was going for the same style that was seen on the cutlery sleeve (ideas) with the lines, just trying to define the shape and the overall style. The mat designs that just had the circles was taken from the logo itself, i felt that could act like a place to put your plate when eating… It also looks like a plate so that could help communicate that idea.

I stayed with the same ideas (below) but  just removed the lines, again to see how it would look as a design. Below is how they looked in the end

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I felt the designs with just the wordmark looked too similar to the signage that was created for the canteen, however saying that it would carry consistency as the same design is being applied to the products, but i wanted to include the logo on this design as i didn’t have it on the signage, business card and cutlery sleeve, including the logo here could just refresh the mind of the brand. So here is how the final mat design looked.

Table Mat6

The final design for the table mat.

Here is an image of both the cutlery sleeve and mat together as a package, I also went to the liberty of implementing them inside the diner, though it was only a digital representation one would hopefully be able to visualise how it would look if it were real.


Cutlery sleeve & table mat

Cutlery sleeve & mat


The next thing for me to design was the signage which is how audiences will come across the canteen name and the brand itself.

I had taken an image of the canteen signage over at my university, just so i could use the board that they held over the place as a template for size and for the design of my own signage.

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I then started designing the signage for my own canteen that would go on the boards. Below is an experiment of all the colours that i wanted to use (the house colours) and whether i wanted the symbol or just the wordmark.

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These are examples of the signage i had done i was trying to design it with both the wordmark and the logo just to see how it would look like.

I wanted a nice and simple design for the signage, i didn’t want to complicate it with the logo as well or have it by itself it didn’t look right and it would be hard to relate to it if it isn’t designed well or was over complicated. So in the end i just kept the signage with the name of the canteen (Central Diner) it was a lot more simpler to remember as you’re reading a word as opposed to looking and studying an image.

Here are how the final signage designs looked.

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I was going for something fairly simple and memorable and i feel going with this design could achieve that expectation.

Waypoint 2

From the presentation that i made a few weeks ago (in lecture) i amended it according to the feedback i received from cohorts and my lecturer (Mary)

Below is the full presentation from my research up to idea development there is still a lot of that isn’t actually included in the presentation (i tried to keep it as simplified as possible) and a lot of work to do considering the amount of setbacks i have had, but i won’t let that discourage my progress… otherwise failure wins!!

MPP Presentation