1. Half-Baked
Hookah Lounge

2. Brand Name
I selected the name “Half-Baked” because of relation
it has to smoking. Being “Baked” means to be
somewhat in a “high” relaxed state of mind.
Also, one of my favorite movies of all time is the
smoker’s movie “Half-Baked”
The name is trademarked because of the movie.
The brand name is descriptive.

3. Strengths and Concerns
Name will attract those
who are familiar with the
smoking culture
Strengths
Name is easy to say, and is
descriptive as to what
feeling we are going for
Simple and easy to
understand

4. Strengths and Concerns
Possible licensing fees to
pay to Universal Pictures
for “Half-Baked” name
Having the word “Baked”
Concerns could give off the wrong
impression that the
establishment is a
marijuana dispensary.
The “young” and “hip” feel
to the name could possibly
be a turn off for and the
older consumer base.

5. Logo
Logo would be a hookah
pipe covered in smoke with a
coffee cup on one side and a
lounge chair on the other
side.
Colors would be an “earth-
tone” theme. Brown, tan,
beige, and dark green
The shapes and colors
support the idea of
“relaxation”

6. Logo
I do believe this will be an
effective logo because it will
portray everything that we
stand for as a company.
The logo would be best
suited in the category of and
Emblem.
The logo reflects our unique
brand because it shows the
emphasis for relaxation,
coffee and hookah smoke.

7. Logo
Existing company logos
that are similar to my idea

8. Corporate Culture
Our primary company We will carry out these
objectives are to provide a objectives by emphasizing
relaxing environment for the importance of our
consumers and give our relaxing store environment
customers a opportunity to to our employees and
experience “hookah” customers. We will pride
smoke on the highest level ourselves on service more
possible. than product because our
priority as a business is to
provide the highest possible
service for consumers.

9. Mission Statement
“We provide an environment, that provides the experience,
in which you will enjoy”

10. Mission Statement
The mission statement is directed towards
customers.
It incorporates the vision, focus, and objective of
the company. It tells the company story in less
than 30 seconds.
I believe it is unique and very direct to the point.

11. Tagline
Relax, it’s ok to have fun...

12. Tagline
This tagline is effective It reinforces the brand
because it is short, simple, message and it
and sweet. distinguishes the company
from any competition.
It speaks to the customers
because it tells them what It commands action
to expect from the becuase it challenges the
company. customer’s curiousity to see
what we really are about.

13. References
Coffee Cup. Retrieved February 19, 2011 from
http://wrostek.net/coffee%20cup.jpg
Coffee Lounge Logo. Retrieved February 19, 2011
from http://www.thelogofactory.com/wp-content/
TLFimagebank/2010/12/coffee-shop-logos.jpg
Coffee N Cream Logo. Retrieved February 19,
2011 from http://txcp.files.wordpress.com/
2008/04/cnc_logo_white.jpg