Branding
Platforms:
Branding, Stationary, Website
Demographic:
25-30s
Project Goal:
Restaurant Branding
This is a branding project for a fictional Asian Street Food and Bar restaurant. The use of a grunge texture and brush strokes give off the night-life street food feel. The colors used help to emphasize the night-life idea and encourage hunger. The name “Gan Bei” came from three different languages, Chinese, Korean, and Japanese, all meaning “cheers!” though pronounced slightly different.
This is the progression of the logo creation. The overall brand was aimed towards a younger audience in their 20s. The brand to push was a modern street food and bar aesthetic, so I created more organic lettering and shapes. This helps to sell the idea of authenticity, and home-made, that comes with the idea of street food. At this time, hand-lettering was a new skill I picked up so I was able to utilize that in the creation of the logo and overall branding.
The colors used were inspired by the night lights seen in images of asian-style street life. Reearching color psychology, a red-orange color was the main color used to spark hunger and desire when seen. The typeface "Museo Slab" was used as a nice contrast to the organic nature of the main logo and the brush strokes seen across the pages.
These are some mockups that show how the brand could be used on different materials. To show more of the user experience, I included mockups of the takeout bags and how the staff shirts would look as well. In the web pages, I utilized the brush stroke effect to all of the images to stay consistent with the branding. This helps to tie in the idea from the logo into parts of the user interface.
