Branding Exercise
Fast Food Restaurants
You are tasked with creating unique and compelling brand identity and can select one from three different fast food restaurants, each catering to a specific niche. Consider the following for each restaurant and be sure to include this information in your designs:
- Sustainable Farming Burger Place:
Background: This fast food restaurant specializes in health-conscious burgers, emphasizing sustainable farming and responsible meat production. The brand is committed to providing nutritious and environmentally friendly options.
Key Attributes: Health, Sustainability, Freshness, Responsibility.
Comparable Establishments: Shake Shack, Panera, The Habit Burger Grill
Imagery: Think about incorporating images related to sustainable farming, fresh produce, and a vibrant, health-focused lifestyle.
Color Palette: Must include Green
- Classic Burger Joint with Beach Aesthetic (Boardwalk Setting):
Background: Located on a boardwalk, this standard burger joint seeks to capture the laid-back, beach aesthetic. The brand aims to appeal to beachgoers and tourists with a casual and fun atmosphere.
Key Attributes: Beach Vibes, Casual, Fun, Boardwalk Culture.
Comparable Establishments: Johnny Rockets, In-n-Out, Boardwalk Fries Burgers Shakes
Imagery: Consider images that evoke the beach setting, boardwalk scenes, and a relaxed, carefree atmosphere. Think about incorporating elements like surfboards, sand, and vibrant colors.
Color Palette: Must include blue
- Fried Chicken Restaurant with Spiciness Options:
Background: Specializing in fried chicken, this restaurant stands out by offering a variety of spiciness options for its chicken. From mild to fiery, the brand targets spice enthusiasts and those seeking customizable flavor experiences.
Key Attributes: Spicy Options, Flavor Variety, Boldness, Customization.
Comparable Establishments: Cluck-U, Quaker Steak & Lube, Popeyes
Imagery: Explore visuals related to spicy ingredients, heat indicators, and diverse flavor profiles. Consider incorporating dynamic and bold imagery to convey the fiery nature of the menu.
Color Palette: Must include red
Deliverables:
Develop a logo with typography that align with the identified attributes and resonate with the target audience.
Create a visual mood board which includes images, colors, typography, and textures that encapsulate the brand's essence.
Design mock ups using the brand logo on at least 3 different applications. (sign, bag, t-shirt, food truck)
Create a design for a burger/sandwich box as well as a 24oz cup that can be used for their best selling items.
Design a pattern that can be used as a paper wrap for items that includes at least 3 icons that represent the brand.
Create a menu with at least 15 items on it fully branded
Design three 2" buttons that can be used as promotional buttons worn by staff
Make a poster ad campaign that includes a company slogan that highlights their best selling item and includes a price.
Develop a full brand identity graphic presentation that includes all the above aspects into one coherent layout
Examples: Mister G's BBQ, Pretty Patty, Devil's Burger, Fries & Friends
Compile a notebook documenting the design process of this branding exercise