under fire - brand identity document
TRANSCRIPT
underFiRE:
underFiRE
• • @
underFiRE
SWOT
Vision Statement
Brand Essence
Describing underFiRE in… 3 Words
Describing underFiRE in… 2 Sentences
Describing underFiRE in… 1 Paragraph
Brand Personality
Value Proposition
underFiRE
StrengthsFood, tables and lounge space.
Residual patronage.
“New/Shiny.”
Location.
OpportunitiesAble to shape future.
Multiple points of sale.
Summer.
Leverage existing partnerships.
ThreatsCompetition – area bars.
Empty building at night.
Confusion between bar and the currently better known restaurant.
WeaknessesUnknown as a bar.
Lack of dance space.
Exterior signage.
Different crowd as restaurant.
underFiRE
To become the destination for young working professionals looking for a fun, unpretentious, casual atmosphere they can share with their friends and exceeding their expectations.
underFiRE
When your customers experience Under Fire, what emotions does the encounter elicit?
underFiRE is casual, approachable and fun
It’s delightfully quirky and naturally authentic
It’s full of nice people looking to chill and have a good time
It’s a great place to grab some drinks with friends
If your brand was a person, how would you describe their personality?
If underFiRE were a person, it would be that fun, interesting girl you and your friends know. Although she’s a bit different, she’s easy to talk to and has a certain understated sexiness. She’s unpretentious and authentic.
underFiRE
underFiRE
underFiRE
underFiRE
Lighthearted & fun
Authentic & truthful
Quirky & playful
Flirtatious
Grown-up, but not buttoned-up
underFiRE
underFiRE offers young adults living and working in the immediate (Back Bay) area an inviting and unpretentious lounge to casually enjoy the company of their friends with some great food and reasonably priced cocktails and drinks.