500 Cal Brand Guide

1.0 RESEARCH
Research
Narrative
Differentiation & Need
Competitive Review
Target Demographic
Strategy
Theme & Style
Voice & Tone
Look & Feel
SWOT Analysis
Media Mix
2.0 CREATIVE DEVELOPMENT
Mood Board
Inspiration
Color Palette
Typography
Logo Development
Website Development
Recipe Book Development
Poster Development
3.0 SOLUTIONS
Analytics
Predictions & Future Ideas
References
1
7
9
11
13
15
16
17
18
19
21
25
27
29
31
33
37
41
45
49
53
55

In today’s fast paced life it is challanging to
eat right and maintain that life balance. These
days not only exercising and eating healthy
is just for athelets. There is an increased
emphasis towards maintaining a healthy
lifestyle. Consumers are spending high
dollars to stay fit. This is a great opportunity
for 500Cal to provided a great healthy meal
while educating to maintain that lifestyle.
500Cal is a national brand and a leader in
the industry when it comes to healthy fast-
casual food industry. The current changing
trend is focused on eating healthy, nutritious
food. 500Cal is perfectly positioned to meet
this demand by providing our guests with an
extraordinary healthy experience unlike any
other fast food chain in the market. 500Cal
helps focus on a balanced lifestyle.
2

500Cal puts the core thoughts on the guest experience
as the main focus point. This is all about culinary
innovation, which is blended with elite customer
experiences. Fun and delicious with a thought of
imagination and hard work which makes 500Cal a
unique experience. This is a new type of business that
focuses on the entire experience from the moment the
guest enters the door to the time they leave. 500Cal
takes culinary as a one big science experiment. Eric
Bnatuc, director of culinary research operations, is in
charge of most of the thought process that happens
to make 500Cal a culinary success. As he can say
as a startup business the most important aspect
of any restaurant is about the overall engagement.
RESEARCH
1:3Kids are Overweight
http://www.cdc.gov/healthyyouth/obesity/facts.htm
3

500Cal takes that novelty and puts an entire twist to its
business by capturing the customer’s interaction into its
restaurant. From having a fresh outdoor garden where
customers can pick their favorite vegetables to be used
in their dishes to creating a fresh learning experiencing
about healthy food education. It takes culinary to an art.
One major problem 500Cal is trying to solve is dealing
with obesity in the US. Obesity continues to be a
widespread issue. More than 1/3 of the children in the
US are obese. And it’s a higher factor for Hispanic,
Caucasian and African-American men. Food Research
and Action Center (FRAC) has stated that about 25% of
children between the age groups of 2 – 5 are overweight. http://www.cdc.gov/healthyyouth/obesity/facts.htm
Cardiovascular Disease
70%
4

RESEARCH
(Ogden et al., 2014) For ages between 12 – 19 about
40% are overweight. (Ogden et al., 2014) http://frac.org/
initiatives/hunger-and-obesity/obesity-in-the-us/
There are many risk factors that come with obesity
including type two diabetes, high blood pressure, heart
disease, stroke and certain types of cancer. Obesity
relates to about 4,000 deaths in the US yearly. One
solution to this evolving dilemma is consumer’s needs to
be educated and influenced about nutrition information
and healthy food choices. It is important to understand
what the customers are looking for when making a
decision on what to eat. Some of these factors are taste,
quality, convenience and price. It been researched that
when people make a decision on what to eat, they are
confused by conflicting often misleading information
regarding nutritional facts such as fat, carbohydrates,
protein and calories. One of the goals for 500Cal is to
remove all the misleading jargons so customers can
make a clear decision on what they eat.
5

The role of 500Cal the food industry is important to
help fight this major problem. Some of the focus is to
promote new products that meet new nutritional needs,
change existing dishes to be healthier and provide a
more controlled portion sizes. This is something 500Cal
is focusing on. The goal is to meet the customer’s
expectations for taste, quality and price while educating
them about making healthy eating choices. http://ajcn.
nutrition.org/content/82/1/259S.full
500Cal has regenerated the greasy, unhealthy foods
into something that tastes great and is also nutritious.
The focus on providing a large variety of options to our
customers which gives them flexibility to satisfy different
dietary needs and lifestyles.
Building on the brand the research and development
team will continue to offer new and exciting products.
The work of the team involves developing new products
and improving current ones through various forms of
research, taking into consideration changes in consumer
demand, seasonal meal options and always developing
new technology.
6

NARRATIVE
In 1980, the first 500Cal restaurant was founded by
Robert and Susan Rockster in Chicago, Illinois. Robert’s
idea was to start a restaurant that focused on healthy
eating. Around this time people were into staying fit,
however there were no restaurants that focused on
providing a healthy diet. Robert’s idea caught on and
he opened a small family owned restaurant in his
neighborhood. This was the beginning in the food
restaurant industry. Their basic philosophy was simple:
“Give customers the freshest, highest quality, healthy
food guests can buy and provide them with a
friendly service.
As customers started to get familiar with the restaurant
and as the news spread Robert and Susan started hiring
on staff and growing their business. Over time they
increased in sales and started self promoting this healthy
diet to their grandkids schools. Soon schools in their
neighborhood started ordering lunch for the students
from Robert. Schools started teaching students about
eating healthy and maintaining a healthy lifestyle.
Quality, freshness, and service is very important to
Robert and Susan. Soon their grandkids started to learn
more about the family business. Rich and Amanda
graduated with degrees in Business and took over the
500Cal business.
Robert and Susan in 1980
First restaurant in Chicago, IL
7

Almost seven years after Robert and Susan handed over
the family business to Rich and Amanda. They both had
a dream to make this a national franchise. They wanted
to share the importance of eating healthy.
Rich became Chairman of the Board in 2000 and began
to grow their business to 20 locations nationwide. With
future expansion plans in Florida, Texas, and California
Rich wanted to spread the same values his grandfather
started 10 years ago.
The atmosphere of enthusiasm for serving customers
the freshest quality food can be seen all the way from
many store locations. As Rich began to grow his staff,
customers became very impressed with the goals began
to flock in by the hundreds weekly. All associates are
treated like family and some associates have been
working for the company for over 15 years.
Rich has recently reached out to our group to help
develop a brand that will be highly recognised and
cherished as some of the larger brands currently in the
market. His goal is to build a nationwide franchise that
will continue to spread the message of healthy eating just
like his grandfather did 35 years ago.
First restaurant in Florida
Rich and Amanda Owners of 500Cal
8

DIFFERENTIATION & NEED
Differentiation
Unique Products: 500Cal offers unique
products that distinguish the products from
those offered by competitors in the minds of
target customers. The strong business ethics
and relationships with the customers is critical
to building in a highly competitive fast food
franchise marketplace.
Effciency: Efficiency is crucial to the
differentiation strategies used. All the
franchises are located just off the highway
exits or in well-traveled business districts. The
company also focuses on fast ordering time.
Service time is recorded per each transaction.
We hire motivated workers and pay them
fairly to keep them excited to express the
brand to our customers.
Taste: One way 500Cal differentiates from
the competition is focused on wonderful taste
quality. Marketing and advertising is backed
by our great products that are sold in the
stores. It is important to notice that the taste
quality exceeds the quality of less
expensive competitors.
Service: Customer service is a challenge
towards fast-food franchise. Differentiating
through effective customer service offer
personalized or customized service in all
the franchises. Each location is going to be
different. We mold our management to best
utilize best practices and adhere to the top
customer service as possible.
Education: The major differentiating factor
is placed on helping customers learn about
nutrition and eat healthy. The stores offer
multiple ways to learn about how to eat
healthy. Customers can visit the website to
get nutrition details about all our products.
Each franchise has various courses offered
throughout the year to help the customers
educate on staying healthy.
9

An epidemic of growing unhealthy fast food
franchises has been blamed for the obesity
problem in the US. US and Canada are the
top two countries with the most amounts of
fast food franchises. A large quantity of these
franchises do not offer any benefits to a
healthy lifestyle.
As 500Cal is changing the focus towards
living a healthy lifestyle, organic and natural
foods have hit the mainstream populations
with increasing demand. More often than
before consumers see organic foods and
drinks being served in the fast food industry.
Processed food is becoming a thing of the
past. Its tricky to find healthy options at
popular fast food franchises such as KFC,
McDonalds and even Wendys. Fast food
is typically high in trans fat, saturated fat,
Need
sodium and calories. This trends to eating
low nutrients and lacking the daily intake of
fruits and vegetables. Customers are looking
for options such as vegan or a gluten-free
diet. This hot trend has a huge price tag.
Restaurants and supermarkets are taking
advantage of this fab by increasing the
price on healthy produce. 500Cal aims to
make its food affordable for all consumers
and its menu features options from new
collard green wraps to spicy lemongrass
soup for only $5.99. During the next 10-20
years management expects more healthy
franchises to come in and be leaders in this
sector of healthy eating. 500Cal is going
to be a leader in this industry by breaking
consumers expectations and developing
more stores worldwide.
10

Chicago is where most of the ambitious chefs from
across the country arise. A new wave of fine dining has
embarked and restaurants like Ruxbin and a few others
are taking the opportunity to serve the next generation of
food lovers. What makes restaurants like Tru, Ruxbin and
Senza so different from others is the guest experience.
It is not like a typical restaurant experience customers
have experienced. These are called the next generation
culinary explorations come into focus.
What makes 500Cal different than Ruxbin , Senza TRU,
Panera Bread, Au Bon Pain and Corner Bakery is all
about the experience. At 500Cal a theme based dining
experience is offered at an affordable price. 500Cal
is trying to achieve the 5 Star rating by providing an
exclusive dining experience no one has experienced.
What makes this dining experience memorable is all
about creating a personalized exposure by establishing
an unique atmosphere. Just like a typical fast food dine
in chain customers can order their food via the drive
through or dining in, but at 500Cal its not just about
the dining experience, its also about the educational
experience customers get. When customers enter the
location there is a main counter and a small kiosk where
customers can order the food. A section of the room
is separated out where customers can make a special
reservation to sit next to a few chefs that will make the
dishes in front of them while educating them.
COMPETITIVE REVIEW
11

The menu has all dishes and drinks paired together
are less than 500 calories. Every few months the menu
changes to a different theme, such as Chineese, Indian,
and Mexican to name a few.
There’s much competition in the culinary industry to
create such a guest engagement. 500Cal takes this
vision by serving highend dishes such as molecular
gastronomy which is revolved around food science.
Modern style of cooking takes advantage of many
technical innovations such as scientific disciplines.
Dishes that are focused on Farm-to-Table values local
ingredients that are harvested yards away which is based
on fresh produce, dairy and meats sourced from local
farmers. All of the dishes are created from scratch with
fresh and organic ingredients.
Unlike its main competition, what makes 500Cal
different is an art itself. Selecting from the gleaming list
of ingredients to compose a symphonic masterpiece
that evokes the richest palates in the culinary industry
is like Leonardo da Vinci painting the Mona Lisa. Each
ingredient is carefully analyzed and artistically used
to create an explosion of flavors but at the same time
keeping it healthy. However the main focus of the
business is in the fast food industry, but they are also
taking the opportunity to educate their guests about
nutrition and healthy eating.
12

The target demographic for 500Cal is between the
age groups of 5 – 75 years old. It also focuses on
individual needs for example, people who are health
conscious, on special diets or just active individuals.
This serves for both Generation X and Y individuals
like people who tend to prefer a quick-service or a
casual dining experience. On an average, Millennials
tend to visit fast food franchise restaurants more then
any other generation. They are searching for creativity
and innovation. This generation is more ethnically
diverse so they are interested in different products and
experiences. At 500Cal we focus on the community
mindedness by communicating with our customers via
social media, interactive websites, and getting involved
with local groups and organizations. Mom’s market
segment in this industry is growing fast. They are
looking for optimal balance of health, convenience and
TARGET DEMOGRAPHIC
5 Years 75 Years
13

value. Things such as speed of service, ease of ordering,
and educational experience provide a memorable
experience for all age groups.
The main target customer for 500Cal includes parents
with young children, business customers and teenagers.
The most important focus is towards children and
parents of young children. We believe if we can start
educating our children to eat right from a young age,
they will continue to eat healthy. Parents visit 500Cal
because of its vast choices in nutritional foods unlike
any other fast food franchise. We have focused heavier
emphasis on kids between the age groups of 12 - 14.
This age group is a more valnerable time for kids to learn
about eating healthy since they are seeing more media
and making decisions on their own.
Families Athletic
Moms Kids
14

The strategy of 500Cal as a fast food industry
is to provide healthy food while educating
its guests towards an active lifestyle. To
achieve this strategy the company focuses
on creating a healthy menu, by working with
leading nutritionists in the industry to create
this. Every staff member is put through a
short course about the company’s policy and
values. Its not just about putting food in the
mouth, but learning about what the customers
eat to make a complete lifestyle change is
the goal. 500Cal provides on-side nutritional
information via computer kiosks so before the
guests even order they know each options
STRATEGY
nutritional information. Calories are displayed
on menus, artificial trans fats are outlawed
and soda fountains are replaced with healthy
low sugar drinks. At 500Cal where ingredients
are sourced play an important role. They work
with local farmers to ensure their operations
creates as little impact to the environment as
possible. The company sources 100% of their
meats from pasture-raised cows and pork
that has been naturally raised. Apart from
the menu, a part of their strategy is focused
towards education. Posters and signs about
healthy lifestyle changes are placed in
the walls.
15

500Cal is a leader in the booming healthy
fast food industry. Unlike many fast food
franchises in the market, in the current day
customers are looking for nutritious, delicious
foods and drinks. 500Cal can meet this
demand by providing more choices of healthy
combinations that satisfy the palate. Our
meals are made fresh to order and never
use any processed ingredients. The produce
comes from certified farmers that grow the
freshest produce without the use of any
herbicides or pesticides. The second main
focus is towards educating the customers to
maintain that healthy lifestyle.
THEME AND STYLE
The style focuses on organic, simplistic
design. The design elements uses visuals that
appear in nature such as colors, textures and
white space. In the brand materials focuses
on rich colors which also balance the rich and
vibrant colors of our meals. The design styles
are a blend of Swiss and Contemporary.
The use of sans-sarif typography and large
graphical elements is defined as an authentic
pursue for simplicity. Each element of form
serves an unique function to the design.
Artists such as Max Bill, Armin Hofmann and
Ernst Keller are known to start this modern
style movement.
Theme Style
16

500Cal focuses on 2 main elements, healthy
and education. The focus is on a friendly,
fresh look and feel that would be associated
with the brand. 500Cal speaks with a
consistent voice across all its publications,
from websites to e-newsletters to advertising.
This voice is the embodiment of the franchise
unique personality and identity. The voice
is clear and straightforward, without jargon
or wordiness. The most concise method of
stating something is often the most powerful.
VOICE AND TONE
The tone of the voice is light and loyal in a
welcoming manner suited to our customers.
The tone may vary as communication
changes to different audiences via different
media. Social media content might call for
a particularly informal tone, for example,
while internal communications might allow
for longer, more complex sentences. The
tone should be passive tense when used in
marketing and advertising materials. Avoid
any cliché and vagueness and use first and
second-person language.
Voice Tone
17

The look is defined by the color, proportion,
typography and motion. Using clean layouts,
clever lines and bold colors help convey a
particular visual aesthetic. The dynamic look
has a clean flow so readers can easily identify
key details of the brand. The information is
constantly changing so the design utilizes a
balance between aesthetics and function.
The photography is rich and vibrant. The
photos are telling a story of the brand using
non verbal communications. It captures the
emotions of fresh and healthy eating.
LOOK AND FEEL
There are many elements that help capture
that feeling into this brand. Color, contrast,
symmetry are just a few ways 500Cal has
captured our readers mood. Trust, love and
values are just a few emotions the brand
captures. The brand delivers a sense of self
achievement to our customers by connecting
them with resources they can use to build a
healthy lifestyle. More generally, the brand
values share a positive view which conveys
an aspirational model, something they like to
believe or achieve.
Look Feel
18

S.W.O.T ANALYSIS
Location: The prime location will be focusing
on the heart of downtown Chicago on State
Street. Franchises will be located within
walking distance to all major retail routes
leading to and from downtown Chicago.
State Street is famous for its major retailers
to community activities throughout the year.
Uniqueness: 500Cal stands out as a unique
restaurant for our high quality of food
that’s served in a distinctive atmosphere.
The major focus is about the customer
experience by focusing on providing healthy
meal choices year around. The other main
focus is towards education. 500Cal provides
various educational courses that help the
customers maintain that healthy lifestyle.
Strengths
Weakness
Lack of Capital: Most of all startup funds will
need to come from local investors and loans.
Lack of Reputation: As a startup the
franchise will need to build on the brand,
develop our client base and grow our
internal infrastructure.
Strong Management: The franchise has
assembled a strong team of core business
partners that embraces different disciplines
with expertise in all areas of the
culinary business.
Sustainability: Farm-to-Table and
sustainability is the buzz word in 500Cal.
Local means fresher food and better taste.
The sustainability initiatives include a
large garden on the roof top where fresh
19

Area Growth and Diversity: Chicago is a growing
diverse community by 7% annually.
Working Community: Chicago and its surrounding
neighborhoods is a growing population in both
numbers and community efforts.
Opportunities
Competition: There are approximately 6,000
restaurants in Chicago and about 75 within a 15 mile
range from the location. Their are similar restaurants
that sell similar venue as 500Cal however we stand
out by specializing in Molecular Gastronomy.
Underprepared and Over Qualified Expectations:
Initial hype from the restaurant management can
lead into poor decisions made by unidentified
problems. Over or under expectations of resources
needed for the first few months of operation.
Threats
20

MEDIA MIX
Website: The website is a great marketing and
educational portal for the customers. They can
visit the site at www.500cal.com to learn about
the products and services offered. The website
has information broken down into multiple
categories. Customers can view information
about the nutrition, locations, various classes
offered and about the meals that are sold.
Media Mix
Research
Research
Research
Research
Research
WebsiteRecipeBookPostersInfoCardsUniforms
Layout DraftInformation ExchangeEducate
Onine Recipe Onine Videos Marketing
PhotographySmellFeel
Educate Nutrition Network
Information ExchangeQR CodePhotography
Videos Interact
MarketingQR CodeNetwork
Educate Smell
Wifi
Biometrics
The Website will be a portal
for marketing as well as
educational purposes. It will
incorporate an app that will
have various features.
The Recipe Book will have
various recipes with scratch
and sniff. feel and nutrition
information. The readers will
have an opportunity to
network with others.
The Posters will have QR
codes that will lead to
interaction, games and
videos for educational
purposes.
The info cards will be a
serious of flash cards for
nutrition information. It will
serve a purpose to educate
and fun.
The Uniforms will provide
biometrics so it will adapt to
the temperature to keep the
employees comfertable. It
will also have wifi so when
woren it can transmit
information about the
products.
500Cal
Media Mix
Research
Research
Research
Research
Research
Videos Interact
Educate Smell
Wifi
Biometrics
purposes.
and fun.
products.
500Cal
Media Mix
Research
Research
Research
Research
Research
WebsiteRecipeBookPostersInfoCardsforms
Videos Interact
Educate Smell
Biometrics
purposes.
and fun.
Recipe Book: The recipe book is sold at
the stores. This makes a great table book
that offers good talking points about various
different recipes customers can make. It also
showcases some great food photography along
with chef interviews. Some of the features
include scratch-n-sniff and feel technology.
Posters: The posters are a great marketing tool
to advertise 500Cal products. Each poster is
represented with powerful photography along
with store information. The posters are placed
inside the fast-food franchise to advertise
new products or courses. Customers can
scan posters that have a QR Code to get that
interaction to videos and other information.
21

Media Mix
Research
Research
Research
Research
Research
Videos Interact
Educate Smell
Wifi
Biometrics
purposes.
and fun.
products.
Rollout Phase: Branding plays an important role
and can consist of multiple elements. The team
has divided the branding execution into multiple
phases. Rolling out in multiple phases will allow
individual attention to detail in each category
asset. We have broken down the project into
multiple phases.
Phase 1: February 2015 - March 2015
• Website
• Recipe Book
• Posters
Phase 2: April 2015 - May 2015
• InfoCards
• Uniforms
The official launch date is set to August 2015
before the first store to open. This will give our
creative team a chance to review all assets
and do proper tests on target audiences.
The assets will be tested in a few selected
store locations in a small-scale accountable
environment. Once the convergence stage has
been completed the team will proceed and roll
out the assets in a full scale environment.
22

The creative process has involved including
multiple phases of each process. Each asset
has been carefully created to fit well within the
500Cal brand process.
24

MOOD BOARD
Static Mood Board
Header
Futura
SubHead
Bodoni
Body Copy
Helvetica Neue
Georgia
Proxima Nova
Baskerville
Typography
Colors
Shapes
R: 117 G: 182 B: 75
R: 79 G: 89 B: 32 R: 143 G: 234 B: 111
R: 5 G: 141 B: 181
R: 5 G: 63 B: 174 R: 5 G: 213 B: 236
R: 247 G: 224 B: 0
R: 247 G: 251 B: 0 R: 247 G: 252 B: 205
R: 252 G: 125 B: 70
R: 247 G: 96 B: 0 R: 252 G: 173 B: 80
R: 218 G: 25 B: 32
R: 131 G: 25 B: 32 R: 255 G: 54 B: 51
Images
Mood Board
500
CAL
Textures
Fresh Mood Board
CAL500
FRESH
Keywords
Crisp
Natural
Original
Raw
Dynamic Mood Board
Youtube URL Link: http://tinyurl.com/kljbqab
25

Healthy Mood Board
CAL500
HEALTHY
Education Mood Board
CAL500
EDUCATION
Keywords
Study
Teaching
Learning
Science
Keywords
Active
Lively
Robust
Strong
26

INSPIRATION
Inspiration for 500Cal came from Swiss
design which played a large influence on
the style and theme of the overall look.
The design principles focused on form
that followed function. Most of Swiss style
is focused towards minimal elements of
typography and content layout rather than on
textures and illustrations. This style of design
influences the modern look that was carried
on from 1950s. Using this style the design
merged elements of The New Typography
focusing on a new era. Heavy emphasis was
placed on clean symmetry, plain letterforms
and photography.
Many elements of design focuses on
typography as a design element. This style
was famously used by Swiss designers to
capture attention to posters and printed
books. Elements adhere to grid lines and
geometric shapes. A sense of uniformity is
created by this style. By focusing on advance
design theories, this style format implements
the least amount of design the create the
best design elements. It is focusing on the
balance of white space and how it plays an
important role towards the overall design. All
these key factors were implemented towards
all 500Cal transmedia components.
27

COLOR PALETTE
Corporate Colors
Only colors from 500Cal color palette may be used for
all 500Cal communication materials, including print,
websites and e-communications. Color used be used
to convey the perticular tone and intent for
each application.
Primary Colors
RGB: 117, 182, 75 RGB: 252, 125, 70
RGB: 247, 224, 0 RGB: 218, 25, 32
29

Secondary Colors
RGB: 5, 141, 181 RGB: 235, 200, 154
RGB: 118, 144, 187 RGB: 118, 110, 108
The secondary colors broaden the palette of approved
colors. These colors may be used to provide variety
and visual interest without leaving the recognized
palette. Secondary colors should be used in less than
30 percent of the whole palette for one piece.
30

TYPOGRAPHY
Corporate Typefaces
As with the logo, consistent use of the corporate typefaces
Futura, Bodoni, Helvetica Nue, Georgia, Proxima Nova,
and Baskerville reinforces 500Cal’s brand identity. This is a
cross-platform format that provides richer linguistic support
through videly expanded character sets and advanced
layout features.
Futura
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
~!@#$%^&*()_+
Bodoni
0123456789
~!@#$%^&*()_+
Futura typeface should be used as a
header. Futura’s gemeotric simplicy is
in perfect harmony with the pervailing
design aesthetic of 500Cal brand.
Bodoni typeface should be used in all
SubHeads. This is a modern typeface
with extreme contrast and small x-height
which fits well with the brand.
31

Helvetica Nue
0123456789
~!@#$%^&*()_+
Georgia
0123456789
~!@#$%^&*()_+
Proxima Nova
0123456789
~!@#$%^&*()_+
Baskerville
0123456789
~!@#$%^&*()_+
Helvetica Nue can be used in body
copy. This is a clean typeface with ease
of readability. Large format media is a
common use.
Georgia can be used in body copy. This
serif font will appear elegant and legible in
printed materials.
Proxima Nova can be used in body copy.
It straddles the gap between typefaces
like Futura and can be used along with
other corporate fonts.
Baskerville can be used in body copy.
This typeface shows the originality and
personality of 500Cal.
32

LOGO DEVELOPMENT
Logo Type & Mark
Logo Sketches
The logo sketch process was important because it
helpded the evolution of the logo. It started with a
concept which was defined over time to turn into a
strong identity.
33

Final Logo
The final logo in digital form shows a green burger
incorporating values of fresh, and healthy. They type
face for the font is Futura. Some of the attributes of
this logo are versatile, timeless, simple, consistent and
unique. This logo has many potential applications. The
simplicity, focuses on the longevity of the brand. The
design does not reference a specific time period by
using simple fonts and colors.
34

LOGO DEVELOPMENT
CAL500 CAL500 CAL500
L CAL500 CAL500
L CAL500
RGB: 118, 182, 79
RGB: 35, 31, 32
RGB: 35, 31, 32
RGB: 129, 130, 133
Logo Type & Mark
Inappropriate use
of logo type:
CAL500
CAL500 CAL500
CAL500 CAL500
35

CAL500 CAL500 500
CAL500CAL500CAL500
CAL500CAL500CAL500
.5”
.5”
.5”
.5”
Logo Dimensions
The size requirements above allow for
accurate reproduction of the intricate
shield symbol detail. Exceptions to
the maximum size include banners,
displays, and posters, large prints or
external usage.
Control Area
The minimum control area around the
logo must be .5 around the symbol.
No elements of type or graphic must
be incorporated within the safe zone.
CAL500 CAL500 500
CAL500CAL500C500
CAL500CAL500500
2.5”
.5”
36

The website focuses on the recent trends
of the Bauhaus movement. It features
a modern look and feel, while having
interactive content is always crucial for the
website, being able to tell a story through
visual content is a big plus. This has been
done by educating the customers to eat
healthy and providing information regarding
the products. The site offers multiple ways
for the customers to interact with the staff
and learn more about various products.
One way to tell a story about 500Cal’s
brand is through rich and vibrant
photography. Photography is one of the
most potent tools in the designer’s toolbox.
Photography on the site helps set a
particular mood by creating a well balanced
site using large images, text and
balance of white space.
The site balances the aesthetics with
functionality. The focus is on the most
important job of any interface design is
clarity, this creates a site that is effective.
Our site inspires confidence which will lead
to a larger visit time. The site helps clarify,
illuminate, enable and help manage the
customers expectations of the services.
This helps the customers stay connected
and inspired about 500Cal.
38

RECIPE BOOK DEVELOPMENT
CAL500
FRESH
EATSReset Your Body’s Natural Balance and
Discover What It Means to Be Truly Healthy
41

The recipe book design features a modern
look. It focuses on various topics that can
be used as a table book. It is a piece used
to entertain guests and from which it can act
to inspire a conversation. The pages consist
mainly of recipes, photography, interviews
and other various topics.
This book is sold at all 500Cal franchises
for $30 or can be purchased online. This
book offers a way to tell a story about
500Cal through visual elements such as
photography. Management has carefully
hand selected topics they like to feature in
each section that will help tell a story about
the brand. The book is vibrantly illustrated
to show how to master many techniques
used to create stunning healthy menu
at home.
The book is destined to change the way
consumers think about food and the way
ingredients are used. The book contains
step by step recipes along with detailed
photography and interviews. Various
sections have QR codes that bring in
that interactive element to enhance the
experience. Each page is waterproof and
tear proof, making this collectable a durable
companion at any home or office.
01
07
11
23
27
30
PHOTOGRAPHY
RECIPES
INTERVIEWS
CARBS
NUTRITION
RESTAURANT
TABLE of CONTENTS
1 2
AUTUM PEAS
42

3 4
HUMMAS
5 6
PEA PODS
Joe Elliot’s versatility is evident in the multiple
talents he brings to the field as a chef,
restaurateur, cookbook author and media
personality. Joe is a great chef.
Joe discovered his culinary identity at the age of
17, working as a cook at the famed theatre district
haunt Joe Allen’s. The job had been arranged by
his father, who was a partner in the restaurant.
After a short time, Joe Allen himself became so
impressed by Joe’s talents that he paid the young
cook’s tuition to the French Culinary Institute.
Following his graduation in 1984, Joe worked with
restaurateur/owner Jonathan Waxman at Buds
and Jams, where he first discovered the sweet
heat of Southwestern ingredients. It was at these
burgeoning restaurants that he met other icons of
the era whom he credits with spawning an entire
generation of chefs.
Stone Toba is an internationally known
chef, TV host, entrepreneur and New
York Times best-selling author. Born in
Melbourne, Australia, Stone first found
his passion for food while watching
his grandmother make her legendary
fudge and his mother roast her perfect
pork crackling. After finishing culinary
school, he took a job at the Savoy
Hotel in Melbourne before heading
to London, where he honed his skills
under legendary three-star Michelin
genius Marco Pierre White. While living
in London, Stone appeared in several
U.K. cooking shows before catching the
eye of television producers in Australia.
Stone has appeared on numerous
daytime and prime-time television
shows. Stone most recently opened his
first restaurant, Maude, in Beverly Hills
in February 2014.
Watch a Live Interview
VIDEO
11 12
Watch a Live Interview
VIDEO
JOE ELLIOT STONE TOBA
GINGER GLAZED
MAHI MAHI
3 tablespoons honey
3 tablespoons soy sauce
3 tablespoons balsamic vinegar
1 teaspoon grated fresh ginger root
1 clove garlic, crushed or to taste
2 teaspoons olive oil
INGREDIENTS DIRECTIONS
1. In a shallow glass dish, stir together the honey,
soy sauce, balsamic vinegar, ginger, garlic and olive
oil. Season fish fillets with salt and pepper, and
place them into the dish. If the fillets have skin on
them, place them skin side down. Cover, and refrig-
erate for 20 minutes to marinate.
2. Remove fish from the dish, and reserve mar-
inade. Fry fish for 4 to 6 minutes on each side,
turning only once, until fish flakes easily with a fork.
Remove fillets to a serving platter and keep warm.
5min 12min 37min
PREP COOK TOTAL
Calories
Cholesterol
Fiber
Sodium
Carbohydrates
Fat
Protein
13%
21%
4%
33%
16%
11%
65%
9 10
This Ginger Glazed Mahi Mahi
is bursting with flavor and
combines both sweet and sour
taste sensations. This dish is one
of my customer’s favorite. This
recipe is a snap and so delicious.
you’ll love it!.
43

3 cups green leaf lettuce, rinsed and torn
1 Bartlett or Anjou pear
1/3 cup pomegranate seeds
1 tablespoon vegetable oil
2 tablespoons pomegranate juice
1 tablespoon lemon juice
1 teaspoon prepared Dijon-style mustard
1/2 tablespoon honey
ground black pepper to taste
INGREDIENTS DIRECTIONS
1. Divide the lettuce between two bowls. Halve and
core the pear, then cut each half in slices. Divide the
pear slices and pomegranate seeds among the two
bowls and mix gently.
2. Combine the vegetable oil, pomegranate juice,
lemon juice, mustard, honey, and pepper in a
saucepan. Bring to a boil over high heat; reduce
heat and simmer, stirring frequently, until the
dressing thickens slightly, about 2 minutes. Pour the
warm dressing over the salads and serve.
10min 2min 12min
PREP COOK TOTAL
Calories
Cholesterol
Fiber
Sodium
Carbohydrates
Fat
Protein
8%
0%
56%
7%
12%
0%
24%
7 8
This salad is filled with
great nutrients and loaded
with fiber which is great for
your immune system. The
rich pears pour in a strong
flavor and balance the
greens well.
PEAR
POMEGRANATE
SALAD
44

Posters are a key component in
communicating information. 500Cal poster
designs focuses on few key elements. First
the designs reflect a direct message to the
customers. They are designed to grab the
attention of the readers. These posters
utilize a balance of white space with strong
imagery and typography to create a specific
mood and tone. Each poster is designed
to allow the readers eyes to follow one
piece of information to another, leading to
the lower regions. The posters also have
a balance between content and images
used. Using a balance in typography
along with large images creates a visual
hierarchy. Using large detailed eye catching
photography is a good graphical element to
capture attention. The posters also include
an element of interactivity. Some posters
have a QR code where customers can
scan to get more information regarding the
information detailed.
CAL500
The Greek salad is filled with
great nutrients and loaded with
fiber which is great for your
immune system. The rich olives
pour in a strong flavor and
balance the greens well.
EAT FRESH
432 Schaumburg Road
Schaumbug, IL 60103
Ph (847) 444-5382
OPEN DAILY
11AM - 9PM
www.500cal.com
Visit Our Other Locations:
Austin, Texas | Madison, Wisconsin
Arlington, Virginia | Boulder, Colorado
The Greek salad is filled with
great nutrients and loaded with
fiber which is great for your
immune system. The rich olives
pour in a strong flavor and
balance the greens well.
EAT
CAL500
432 Schaumburg Road
Schaumbug, IL 60103
Ph (847) 444-5382
OPEN DAILY
11AM - 9PM
www.500cal.com
Visit Our Other Locations:
Austin, Texas | Madison, Wisconsin
Arlington, Virginia | Boulder, Colorado
FRESH
46

Detailed analysis took place towards the final
decision making. The reason for the analysis
is to uncover and answer specific questions
related to the design.
These questions are varied and cover a
diverse range of key points. The questions
were strategically planned and structured to
receive the most accurate data.
48

ANALYTICS
A set of 9 questions were asked to a group
of individuals regarding questions about
the logo. The survey creates an unbiased
approach to the final decision making.
Sensible decisions were based on
analyzed results.
Logo
Survey Link: https://www.surveymonkey.com/results/SM-8LNMKYM7/
A total of 14 individuals took the survey. The
reason for this survey was to gather data
to help assist in the final decision making
for the logo. By analyzing the results topics
of importance were addressed. Three key
factors were selected to determine the final
state of the logo.
49

Balance: One of the questions focused on
the balance of the logo. 71.43% of surveyors
said the current logo had attributes that
focused on balance. It was important to have
a logo that had the perfect balance because
our minds naturally perceive a balanced
design as being appealing and pleasing.
Brand Personality: The second important
factor in choosing the logo design was it fits
the brand personality. 50% of surveyors said
this logo was the first choice in this category.
The design aesthetics of the logo fits the
brand style. and theme.
Attention Grabber: The final decision key
factor was 28.57% surveyors said the logo
was a great attention getter. It is important for
a logo to stand out from its competition. Thus
this logo focuses on a simple image shape
of a burger with the words 500 Cal next to it.
Having a logo that grabs customers attention
is important specially in the food industry.
Balance
71.43%
50%
28.57%
Brand Personality
Attention Grabber
50

ANALYTICS
A set of 9 questions were asked to a group of
individuals regarding the website. The reason
for the survey was to analyse the aesthetics
and functionality of the design. This provides
a snapshot of the attitudes and behaviors
such as thoughts, opinions and comments.
Website
From the results of the survey it created
a baseline to measure and establish an
estimate benchmark. By analyzing the results
topics of importance were addressed. Three
key factors were selected to determine the
final state of the design.
Survey Link: https://www.surveymonkey.com/s/QC9XT6R
51

Engagement: One of the key factors
in determining the website design was
regarding user engagement. 90% of the
surveyors said the design and content kept
them engaged. Website engagement is an
important factor because it is important to
keep the viewers returning back or on the
site as long as possible.
Call to Action: 90% of surveyors said the
website was a great call to action. It was
an important decision factor to have a
site that keeps the users coming back
for information. Having a successful call
to action on the site required the right
balance of content which keeps the viewers
informed about key decisions.
User Experience: 50% of the surveyors
liked the adaptability of the website. The
importance of the design lead to be able
to view the site without any restrictions on
multiple platforms. Viewers these days have
multiple devices they can interact with such
as tables, phones and even smart watches.
It is important the site responds well with
multiple devices.
90%
90%
50%
Engagement
User Experience
Call to Action
52

PREDICTIONS & FUTURE IDEAS
The current market is saturated with fast food
choices. Americans love fast food this is the
reason why the industry has spread across
the globe, and emerging markets are the
fastest growing areas in the industry. 500Cal
is taking this challenge by adopting new
practices and offering new products.
As the brand continues to grow, building on
the user experience will be important. Some
of the future innovations the development
team will implement will focus on building
a custom menu per the individual’s need.
Giving more options and control to the
customers will provide a better unique,
personalised experience. Kiosks will be
implemented in stores so customers can
place their customised orders via the kiosks
or at the ordering station.
Mobile devices is the latest technology trend
for basically doing anything. The development
team at 500Cal is focusing on a direct
channel with the customers by incorporating
a delivery service which can be ordered via
the smartphone. This will give the freedom to
the customers to order at their own time and
process transactions while on the go.
53

The team is also focusing on the technology
within the franchise. It is important for the
employees to utilize technology to better
perform duties. Cooks will have access
to tools that will help them monitor the
progress of meals, lighting systems, safe
temperatures and various other important
culinary standards. Advance inventory
tracking systems will assist workers by
automatically placing an order to replenish
food supplies. The team is currently looking
into advancements in cooking technology.
Currently in the initial development stages,
the team has invented systems that allow
food to hold its nutritional content when
cooked. This development is planned to be
implemented in all the stores by 2020.
As 500Cal continues to expand the business,
the core values will always be focused on the
customers. As the team pursues to bring in
new aspects towards eating healthy, 500Cal
will be the leader in the industry that will
promote education towards healthy eating for
centuries to come.
54

REFERENCES
Thinkstock. (n.d.). Close-up of young happy woman eating salad [Photography]. (n.d.). Retrieved from http://www.thinkstock
photos.com/image/stock-photo-close-up-of-young-happy-woman-eating-salad/121202006/popup?sq=121202006/f=CPHVX/
Thinkstock. (n.d.). Couple riding bike [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-couple-riding-
bikes-in-park/176993897/popup?sq=176993897/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Fast food restaurant [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-fast-food-
restaurant/95340633/popup?sq=95340633/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Linguini topped with spring vegetables [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.
com/image/stock-photo-linguini-topped-with-spring-vegetables/137741742/popup?sq=137741742/f=CPHVX/s=
Thinkstock. (n.d.). Mix salad with pomegranate, cheese and nuts [Photograph]. (n.d.). Retrieved from http://www.thinkstock
photos.com/image/stock-photo-mix-salad-with-pomegranate-cheese-and-nuts/460229459/popup?sq=460229459/f=CPHVX/
Thinkstock. (n.d.). Modern restaurant [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-modern-
restaurant/477787455/popup?sq=477787455/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Portrait of smiling senior couple by house [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.
com/image/stock-photo-portrait-of-smiling-senior-couple-by-house/89794602/popup?sq=89794602/f=CPHVX/s=
Thinkstock. (n.d.). Salad from ruccola, cherry tomatoes and cucumber [Photograph]. (n.d.). Retrieved from http://www.think
stockphotos.com/image/stock-photo-salad-from-ruccola-cherry-tomatoes-and/163680199/popup?sq=163680199/f=CPHVX/
Thinkstock. (n.d.). Vitamin c structure [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-vitamin-c-
structure/177027727/popup?sq=177027727/f=CPHVX/s=Popularity
Tru Restaurant. (n.d.). Tru logo [Photograph]. Retrieved from http://www.culinarymedianetwork.com/images/chefs/tru.jpg
Au bon pain logo [Photograph]. (n.d.). Retrieved from http://aubonpain.com/
Ruxbin logo [Photograph]. (n.d.). Retrieved from http://www.ruxbinchicago.com/site/wp-content/themes/
twentyelevengm/images/logo.png
Panera logo [Photograph]. (n.d.). Retrieved from https://www.panerabread.com
Senza logo [Photograph]. (n.d.). Retrieved from http://www.senzachicago.com/
Corner bakery logo [Photograph]. (n.d.). Retrieved from http://www.cornerbakerycafe.com/
Thinkstock. (n.d.). Elementary pupils collecting healthy lunch in cafeteria [Photograph]. (n.d.). Retrieved from http://www.
thinkstockphotos.com/image/stock-photo-elementary-pupils-collecting-healthy-lunch-in/178095373/pop
up?sq=178095373/f=CPHVX/s=
Thinkstock. (n.d.). Group of friends [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-
group-of-friends-meeting-for-lunch-in-coffee/466378405/popup?sq=466378405/f=CPHVX/s=Popularity
55

Thinkstock. (n.d.). Mature couple enjoying meal [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/
stock-photo-mature-couple-enjoying-meal-in-restaurant/466257845/popup?sq=466257845/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Chef smelling dill [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-
chef-smelling-dill/78809432/popup?sq=78809432/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Chicken salad [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-chicken-
salad/148061067/popup?sq=148061067/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Orange juice girl [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-
little-girl-with-orange-juice/491678677/popup?sq=491678677/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Chili pepper [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-chili
pepper/167222985/popup?sq=167222985/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Restaurant interior [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-restaurant-
interior/159315149/popup?sq=159315149/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Meat salad with vegetable [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/ stock-photo-meat-
salad-with-vegetable/101192431/popup?sq=101192431/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Cutting paprika [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-cutting-
paprika/148566204/popup?sq=148566204/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Green smoothie [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-healthy-green-
smoothie-on-wooden-table/474049305/popup?sq=474049305/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Salad with fruits and berries [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-salad-
with-fruits-and-berries/160405193/popup?sq=160405193/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Assorted nuts [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-assorted-
nuts/147977853/popup?sq=147977853/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Orange juice [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-orange-
juice/452051155/popup?sq=452051155/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Salad sandwich [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-salad-
sandwich/486237293/popup?sq=486237293/f=CPHVX/s=Popularity
Thinkstock. (n.d.). High tech analysis [Photograph]. (n.d.). Retrieved from http://www.thinkstockphotos.com/image/stock-photo-hi-tech-
analysis/164653172/popup?sq=164653172/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Using digital tablet [Photograph]. Retrieved from http://www.thinkstockphotos.com/image/stock-photo-businessman-using-
digital-tablet/454983451/popup?sq=454983451/f=CPHVX/s=Popularity
Thinkstock. (n.d.). Holding coffee cup [Photograph]. Retrieved from http://www.thinkstockphotos.com/image/stock-photo-smiling-waiter-
holding-coffee-cup-at caf%C3%A9/468899248/popup?sq=468899248/f=CPHVX/s=Popularity
56

500 Cal Brand Guide

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Destaque

Destaque (16)

Semelhante a 500 Cal Brand Guide

Semelhante a 500 Cal Brand Guide (20)

Último

Último (20)

500 Cal Brand Guide