Under Fire - Brand Identity Document

underFiRE:

underFiRE

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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.