Shake it is a milkshake shop near where I live in Otley, although it isn't in a really busy city, it still has a large footfall. Therefore I thought that it would be a good idea to go and get primary research and find out what milk shake shops have to offer. Also I wanted to see what the gap in the market is so that Mel and I can create something that stands out and is a bit different in a good way.
The menus in Shake it were also full black with pink and white writing which follows their brand aesthetic. Although the type is not very legible. I think that it is the amount of full bleed black, also the font itself for the headings is the same as the font for the logo. This is really hard to read especially in pink on a full black background. Taking this into account I think that for our brand we should use lighter colours, this will give a more of a friendly and approachable feel.
From looking at Shake it the milkshake shop, it has really influenced my opinion of the brand that Mel and I are going to make, and what it should look like. This is becasue I have seen what works and what doesn't work, and what I feel needs to be included in a milkshake brand, and the aesthetics of it and how that appeals to our target audience.