For this project, I had the opportunity to create a non-cliché burger joint that is located anywhere. As a result, I created the branding for burger joint that I named “Maroon Bells Burgers & Brewery” located in Aspen, Colorado. The brand got its name from the Maroon Bells Mountains that are a popular tourist attraction located in Aspen. When in the town of aspen, it gives off a modern upscale vibe, but also brings the rustic beauty of the outdoors and being in the mountains. My goal was to bring this feeling to life through the branding of this gourmet burger joint. As a part of the branding, I created the logos, identity package, as well as provided social media and collateral material mockups for the brand.
BRAINSTORMING
Before I started the sketches for the logo, I found some inspiration based on the style that I wanted to aim for with my design. I wanted to ensure that the logo would represent the vibe of the restaurant and the location well with the modern straight lines and the incorporation of certain icons such as mountains. Once I finished up my thumbnail sketches and created some effective options to move forward with, I chose my five strongest to develop more on paper before bringing them into a computer. After looking at my more detailed options. I decided to bring the top three into a computer to see how I could further develop them. Once the roughs were in a place where I liked them, I chose the three strongest and made computer versions of each one. Once they were digitized, I was able to make even more adjustments to these to make them even stronger. After conducting a focus group, I decided to proceed with the center logo.
BRAND ELEMENTS
Based on research of the target audience for the brand, I decided to go for a darker, industrial feel for the restaurant. The target color scheme includes a white, black, as well as a natural wood color to allow for this rustic yet modern and industrial feel. A natural wood texture as well as black painted brick texture is used to help convey this style as well.
IDENTITY PACKAGE
For the identity package, I wanted to continue the professional black and white color scheme, including the simple logo and recognizable icons for consistency.
COLLATERALS
As my social media mockup, I decided to create an Instagram mockup because that would be the best social media marketing platform for target audience of this restaurant. In this mockup, I mainly used the secondary logo for sizing purposes, but made sure that this was still recognizable of the restaurant. As for the social media content, it follows a rather dark color scheme to go with the black and brown in the color pallet. In addition, the dark colors give of a modern but rustic vibe, which is what this restaurant would be like. vibe of what this restaurant would be like.
For the collateral material mockups for this brand, I decided to include some to go packaging as well as a branded burger bun that is unique to the restaurant. In the to go containers I used different logos and icons across the packaging to provide some variety across the packaging. As for the burger stamp, I used the secondary logo to keep it simple, but still recognizable.
