Restaurant Branding
I was approached to produce a style guide for this new restaurant’s brand. Crispy Bird is a fried chicken and frozen custard establishment. It is located in between two neighborhoods; families who have lived there for generations while next door is a wave of gentrification. This restaurant needed to be a point of solidarity in this juxtaposition. After various studies and workshops with the owners, the brand evolved to be unanimously approachable. The san serif font in the logo is simple yet sleek, while playful with the addition of the footprints. The main typeface is complimented by a serif font to bring in a touch of sophistication. The colors are muted, but offer complimentary hues - giving off a cool, fun vibe.
Brand Guidelines and Assets
This system was created to guide the owner in the production of materials such as promotional materials, menus, and restaurant signage. The package was designed to include primary and secondary fonts in addition to how they would be applied to various styles ranging from titles to captions. The logo and primary color palette were also included. In addition to styles and primary logo marks, I also designed and included key assets and production files for a large exterior sign, the logo with and without the tagline, and window decals - both large and small.
Process
When I was approached for this project, the owner had a fairly decent idea of who his clientele was, and what type of food he was going to sell. With some demographic research and user workshops with the owners, I was able to provide some visuals which were then put through a collaborative feedback loop between myself and the owner. We went through three rounds, and eventually ended up at the final design and system that you see above.