OUTLAW BURGER - Branding

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Brief:

We decided on the name to be “Outlaw Burger” . We will be serving customers from our portable food truck. Our black bun is our signature and our brand concept is inspired by the Western (Genre) culture.

Challenge:

To create a recognizable brand identity that speaks authenticity loud and clear.
The reference and inspiration was clear from the beginning. Western is a genre of fiction set primarily in the latter half of the 19th and early 20th century in the Western United States, which is styled the "Old West". Its stories commonly center on the life of a nomadic cowboy or gunfighter who rides a horse and is armed with a revolver and/or a rifle. Cowboys and gunslingers typically wear broad-brimmed and high-crowned Stetson hats, neckerchief bandannas, vests, spurs, cowboy boots, and buckskins (alternatively dusters). Rusty and yellowish colors also accompanied this era.

Solution:

I merged the modern burger with the early 20th century tools and atmosphere.
I illustrated and crafted some elements rooted in the Western's culture like a Face mask, Hat, Horses, the ingredients of the burger .
I designed a logo with an Old English stylized typography with some variants, this type is commonly associated with Western's culture.
For the color palette of the logo, I chose the contrast of black and orange, yet for the authentic illustrations I went for a rustic faded color palette.