Change of plan

So I've give it some more thought and scribbled down some ideas and I've changed the direction slightly.

I'm targeting business men only and creating my theme from this.

I'm going to create a set of menus for different times of day and create a range of products for each of these, the language, colours and products will differ from menu to menu.

I am also going to create some generic products which will be the overall brand, website, business card etc.

After some word association I've come up with the name Pinstripe

I'm quite surprised that I am letting myself direct this based on the audience when this is never something I would choose to base a project on.