Project: Sidekick Restaurant Brand Identity

The Brief: Develop a brand identity for a new up-and-coming chain of restaurants in Australia. The desire is to have an illustration focussed logo targeting an audience who love to embark on new eating and dining experiences. 

The Outcome: 'Sidekick’ is a unique and trendy dining experience which appeals to a young audience who like good value, quick-turn around food. Branding was developed to bring to life the personality of the restaurant brand. The hand lettering of the main logo is sophisticated yet relatable and adding the ‘sneaker’ mascot gives it a fun and quirky vibe. The vibrant colour palette is taken from typical side dishes like sweet potato skins, macaroni cheese and jalapeño poppers - a lovely nod back to the cuisine. It captures the tone that customers can expect to experience when dining, or getting takeaway, at Sidekick.

The branding has also been developed so that it’s flexible to work across a range of collateral and merchandise requirements.

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