Wow rice toppings: Corporate identity manual

• Main Author: Baylosis, Mikhaila
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Fast food restaurants > Philippines; Food industry and trade > Philippines; Convenience foods > Philippines; Franchises (Retail trade) > Philippines; Communication
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/2383
• Institution: De La Salle University

Wow Rice Toppings is a fast food chain that offers quality and filling rice meals. They specialize in Filipino viands served as toppings in convenient rice bowls perfect for Filipinos on the go. Owned and operated by Mr. Jaime Garduce, the business is now expanding its market through franchising. Organizational expansion entails change from within a company to new areas of operation. Franchising Wow Rice involves expanding the market, widespread advertising and handling larger areas of responsibility to establish a successful and well known food chain. However, the major issues are launching a corporate identity that clearly reflects the organizational vision and its control. Franchisees are given the authority to create own paraphernalia thus risking deviation from the corporate signature and end up confusing the public about the existence of several similar food chains instead of one unified system. Thus there is a need for a tool to facilitate the uniformity of all graphic elements pertaining to Wow Rice Toppings. Also, the launch of a strong and unified corporate identity should be performed at the very beginning of expansion. This would counter the issues of identity confusion and careless identity handling. Results of a communication and visual audit determined the need for a tool to address these identity problems. Thus, a new corporate identity system was created inclusive of a new corporate signature and an identity manual to define and maintain a standard and unified corporate identity for Wow Rice Toppings.