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Tropical Smoothie Branding BookAlexis Mortenson & Katie Lutz

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Table of Contents

Client Profile 3Creative Brief 6Situation Analysis 8Demographic Profile 9Mood Board 10Graphic Toolbox 11Style Guide 14Products 16Closing 19

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Client ProfileCOMPANY BACKGROUND:

Eric and Delora Jenrich, and David Walker opened the first Tropical Smoothie franchise in Tallahas-see, Florida in 1997. The first franchise aimed to give customers healthy fruit smoothies in a posi-tive, relaxing atmosphere. Since that time, Tropi-cal Smoothie has expanded their menu to include healthy food options, updated the environment of their cafes to reflect a tropical vacation and even created their own holiday-National Flip Flop Day. Today, Tropical Smoothie exists in 35 states and is continuing to grow rapidly.

MISSION, VISION AND GOALS:“Eat Better, Feel Better Philosophy”

INDUSTRY:Food & beverage industry

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Client ProfileTARGET AUDIENCE:

Tropical Smoothie mainly targets the growing au-dience of health-conscious consumers. The com-pany’s philosophy, “Eat Better, Feel Better” res-onates with the growing number of people who want to pursue a healthier lifestyle. According to Alexa.com, most of the online traffic that visits the Tropical Smoothie site is females, with a col-lege-level education.

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PRODUCTS & SERVICES:

Tropical Smoothie offers a variety of fresh, healthy menu items, which include wraps, sandwiches, flatbreads, smoothies, salads, kids items and breakfast wraps.

CURRENT DESIGN:

The cafes of Tropical Smoothie are designed to reflect a tropical vacation. Customers enter Tropical Smoothie to get away from the everyday hustle and bustle of their busy lives. The cafes are decorated with a plethora of beach accents, which include fake palm trees, tiki hut overhangs, and murals that depict a tropical getaway. The tables and booths stick to the overall design of the cafes by resembling wooden fixtures and the walls of the cafes are painted with fun, tropical colors such as lime green, yellow, red and orange.

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Creative BriefUNIQUE SELLING PROPOSITION:

National Flip Flop Day-Tropical Smoothie stands out from its competitors by the donations to charities such as Camp Sunshine, which is a retreat for chil-dren and their families with life-threatening illness-es and their families.

In May 2013, Tropical Smoothie Cafe began offer-ing a vegan, non-gmo meat substitute called Be-yond Meat. Beyond Meat is made of a blend of soy and pea protein, flours, and fiber. In July 2013, Tropical Smoothie Cafe announced that Beyond Meat would become a permanent fixture on the menu.

Tropical Smoothie works locally in communities to “Do the right thing” and strive to contribute to a healthier way of life in those communities. With this they developed FUNraisers, where they give a portion of sales to the group hosting the Tropical Smoothie Café event.

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OBJECTIVE:

Tropical Smoothie has not changed their logo since the store was founded in 1997. The new logo will encompass the liveliness and feel that each individual Tropical Smoothie franchise has. The logo will reveal a new and improved Tropical Smoothie, while still maintaining the company’s antiquity.

INTENDED VISUAL APPEARANCE:

Tropical, lively, inviting, fresh, new, bright, island, energetic, vivacious, engaging, pleasing,

tempting, welcoming , upbeat, vivid .

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Situation AnalysisSTRENGTHS:• National Flip Flop Day• First in Smoothie Business to have food• Beyond Meat as permanent fixture in stores• Promotions for events like National Kindness Day, National Smile

Day and National Nut Day

WEAKNESSES:• Questioned on actual health benefits- “snack or sugary filled

drink”

• Less locations then competitors

OPPORTUNITIES:• Spread to more states and locations – Growth

• Expand charitable giving

THREATS:COMPETITORS• Jamba Juice- 800 locations in 24 states• Smoothie King- 600 locations worldwide, opened in 1973 • Panera Bread-1708 locations in 40 states

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Demographic ProfileAUBREY SMITH

Age: 27Gender: FemaleLocation: New YorkIncome Level: $60,000- $80,000Social Class: Middle- UpperOccupation: Regional Marketing Manager at H&MMarital Status: SingleHobbies: Bikram Yoga, Hiking, Reading, Blogging

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Mood Board

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Graphic ToolboxFONTS:

Tropical Smoothie CafeplacTem quia voluptaere volorum quuntiam sament am re pro quam quam volupta tectus ipsam alis experunti cum facepudae asperum fugit, consequam

Porky’sSize: 70 Tropical Smoothie Cafe

placTem quia voluptaere volorum quuntiam sament am re pro quam quam volupta tec-

tus ipsam alis experunti cum facepudae asperum fugit, consequam

King KongSize 74

Tropical Smoothie CafeplacTem quia voluptaere volorum quuntiam sament am re pro quam quam volupta tectus ipsam alis experunti cum facepudae asperum fugit, consequam

DiskoSize: 74

Tropical Smoothie CafeplacTem quia voluptaere volorum quuntiam

sament am re pro quam quam volupta tectus ipsam alis experunti cum facepudae asperum

fugit, consequam

OlivierSize: 70

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Graphic ToolboxCOLOR PALETTE:

TONE: TROPICAL

TONE: LIVELY

TONE: COOL

TONE: LIGHT

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LOGO DESIGNS:

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Style GuideCOLOR PALETTE:

R: 255 G: 121B: 1

C: 0M: 65.25Y: 100K: 0

R: 38 G: 243B: 231

C: 54.19M: 0Y: 21.25K: 0

R: 251 G: 246B: 106

C: 5.13M: 0Y: 69.6K: 0

PORKY’SABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz1234567890

OLIVIERABCDEFGHIJKLMNOPQRSTUVWXYZ

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Tropical SmoothieCafe

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FONT:

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Final Logo

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Products

SMOOTHIE CUP:

NAPKIN:

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Dear Potential Customer:

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Tropical Smoothie HeadquartersU.S. Highway 98 W, Destin, FL 32550(850) 269-9850

Sincerely, Tropical Smoothie

Products

LETTER HEAD:

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Mike RotondoChief Executive Officer

Tropical Smoothie HeadquartersU.S. Highway 98 W, Destin, FL 32550

(850) 269-9850

BUSINESS CARD:Products

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Closing Paragraph Tropical Smoothie has not rebranded their logo since their opening in 1997. This rebranding book seeks to strengthen Tropical Smoothie’s already existing dynamic visual appearance. By keeping vibrant colors and adding tropical images into the logo, Tropical Smoothie’s island image is enhanced. We feel this rebrand will accel Tropical Smoothie to the top of the smoothie and cafe market.