Naming, concept and brand identity for NUK Cafe in Phnom Penh

Nuk Cafe, Design by DK 2014A VERY SAVVY team approached Design Kompany through a mutual friend and that opened the door to a fun project that tapped all of our best creative offerings. Naming, concepting, and brand identity design. That was exactly what they didn’t know they wanted, but appreciated, at the end, in the manner of clients preceding them. ‘NUK’ came about as a name idea after a series of serious conversations, and a visit to the site, which was then under construction.

Nuk Cafe, Design by DK 2014
Nuk Cafe, Design by DK 2014


Client:
NUK Cafe
Work: Concept, Naming, Brand identity + consulting on interior design
Location: Phnom Penh
Year: 2014

Naming, concepting, and brand identity design. ‘NUK’ came about as a name idea after a series of serious conversations, and a visit to the architectural site. A section towards the back of the first floor seemed well-suited to holing up with a great paperback. That’s how we found our way to the name ‘NUK,’ a play on ‘nook, but minus the visually awkward double ‘o.’

Fewer letters—heck, even just an ‘N’—made for a versatile motif that one could just take in as a total image (that’s what a logo mark is, more than ever, just an impression, not a ‘word’ to be read—who has time to think?). As soon as we presented the name idea to our clients, three people got on cell phones and called friends in Vietnam, Thailand, and even further afield via Line and WhatsApp. ‘How does that sound? Does it mean anything bad? No? Good.’ Nuk fit. Snug.

Many times designers will do what you tell them to do. But you two would not. You would say, ‘No. That’s not a good idea, and we’re not gonna do that.’ That was new. You made us think, and in the end, we got to a stronger design together. Thank you. —Kenneth Hui, NUK Cafe

NUK opened on Street 154, and our clients invited us to sample the ice cream. Last we heard, they’re gearing up to open a second store.

Ad agency Hakuhoudo’s Masaharu Kato on creative thinking

Process of making.
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IN A BOOK called Kougu*, which in Japanese means “thinking tools,” author Masaharu Kato of ad agency Hakuhoudo offers a few tips to come up with fresh ideas. I’ve used them when coming up with ideas for our clients, and thought I’d share some of my favorites…

Tips on how to start concepting ideas

1. Know what you are looking for
Start with a clear idea of what you’re trying to come up with. A catch phrase? A new name, a logo? Once you identify your goal, repeat it aloud to yourself a few times, and engrave it on your mindscape.

2. Focus on the surface: color, shape, size, word.
You can gather ideas anytime–driving to work, taking a stroll, during your lunch breaks. When you start these ‘idea gathering sessions’, sometimes it helps to decide ahead of time that you’ll focus on something arbitrary, say the color “red.” Think about the problem you are trying to solve, and at the same time, focus on the color red. You’ll notice red things around you that you’d might otherwise ignore, just by being focused on that color. Tuning into these details can lead to unusual, fresh connections that help you solve the problem.

3. Write thoughts down wherever, whatever they may be.
The act of writing activates your brain and focuses your thoughts. Use anything – post-it’s, the back of napkins, or a sketch book, to write. The point isn’t to come up with perfect notes, so don’t worry about keeping everything together or too tidy. Don’t worry about whether your thoughts are “good” ideas, either. Just keep writing–sometimes that’s enough for something brilliant to pop up in your head.

Here’s an example.

SAY YOU’RE TRYING to come up with a tag line for your new product – a new condo complex on the waterfront. You are thinking about the condo – how big it is, what kind of amenities it has, your target demography, etc. Then, you go out gathering hints outside. Focus on something specific, like, for example, the color blue today…

The sky is blue (for once, in Seattle! Hey, maybe weather should play a role in this), so is this car (an SUV – what kind of cars do the prospect tenants own?), and a mailbox (maybe they can offer a concierge service for the tenants, drop-off points for mail, dry cleaning, packages, rented videos/dvds?).

Jot stuff into a notebook as you go, connecting dots and coming up with more random links. Get your head to work this way so you can get to really interesting ideas more quickly.

*Published in Japan by Hankyu Communications, 2003.

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