On a warm, sunny San Francisco weekend, you've got a good chance finding me and my husband lounging late afternoon in our folding beach chairs with the garage door open and cocktails in hand. We don't have a patio, a front porch or a backyard so we edge out to the sidewalk to take in the afternoon sun. We roll out the Weber on occasion, drawing friendly smiles and hellos from passerbys who get a passing whiff of the night's dinner. As habitual travelers to Hawaii, we crave the leisure and joy that comes with sitting out on the lanai after a day of surfing. It's this simplicity we've strived to replicate out of our garage "lanai" in the city. Much to our excitement it's now become a routine for the neighbors to drop by, with six packs to share, and join us in impromtpu happy hours.
Our ultimate goal is to build a brand centered on a community of like minded individuals. Our first step is a website and then later possibly into e-tailing or products that would appeal to this urban leisure community.
Our target audience truly enjoys city dwelling and constantly seek new ways to get to know the people and environment around them. They would find a group of people socializing on the garage-sidewalk-lanai as inviting or intriguing, a reason to stop and say hello, and can see the beauty and logic of why everyone is hanging out there.
Nothing cheesy or literal - so as an example, no generic hawaiian motifs (e.g., pineapple, hula girl, turtle) to convey Lanai or a building to convey Urban.
Nothing specific to San Francisco like the Transamerica building - it's meant for all urbanites.
Something simple, perhaps more symbol like - conveys the sophistication of urban living but the simplicity of lanai leisure.