Harrogate College is a further education college that prepares students for the future through its strong industry links and placement opportunities. After a successful rebrand, Harrogate College needed a new brand identity for the on-site bistro and salon, which is open to the public and run by students at the college as part of their education. The identity needed to promote the high-quality, professional service the students offer whilst also evoking an emotional response to the college and it's values. This was achieved by creating an identity that encouraged customers to take a moral responsibility to give back to the community and support Harrogate's young people. It was also important to create a brand that students engage with and are proud to work for.
The brand name, "Craft," represents the highly-skilled and talented students who work at the bistro and salon, and promotes a hand-crafted, personal service to customers. The typography reflects this further by using a layered, chiseled font, Novocento.
The modular grid layout is the brand's building blocks for titles, content and imagery to sit in. It conveys the detailed and highly-precise nature of the work students will undertake, such as cooking a meal or performing a manicure. The modular system can also adapt to every medium, including social media graphics and printed menus or price lists.
Using warm pastel colours, outlined layouts and stylised titles and icons, the brand portrays the positive personality of the students who run it. Craft Bistro & Salon is an opportunity for the people of Harrogate to invest in students' futures - it is an engagement activity, not just a business exercise.
