Project: New Brand Development: Food Consumption (BayBae)
Thomas Jefferson University
Jordan Bethea
Imagine the smell of saltwater and fresh fish in the air, a cool, wet breeze, the warm sun rays melting into your skin, sand between your toes, live music, laughter, and a lovely date sitting across from you—but with a twist. This is BayBae, a rom-com themed pop-up by the bay.
BayBae sets the stage for your own romantic comedy where YOU are the star. The nautical-themed pop-up operates on a timed speed-dating function, symbolic to pop-ups which are temporary and on-the-go. With this function, customers are assigned random seating with icebreakers, and in the time that they arrive, the customers will speed date, dine, and then depart, making room for more people to hop on the wave and begin their own love story. But it does not end there. After dining, couples can conveniently continue their date further on the peaceful beach or take it elsewhere. Ultimately, our customers escape the real world for a moment and experience a romantic getaway—a ‘baecation,’ romcom love tale right by the bay.
Our brand voice includes comedic but intimate taglines like,
“There’s waaay too many fish in the sea,”
“Shell yeah,”
“Feeling nauti,”
“Get on the wave,” and
“The ship has sailed.”
Final Menus, Front and Back
Moodboarding
Logo Inspiration
Sketches
While sketching BayBae's logo, I immediately knew I wanted either a wordmark or an emblem. I wanted it to feel beachy and playful. The brand name itself that I created also stacked perfectly, which made it easier to create a successful wordmark.
Final Logo System
For my final logo, I ended up with a wordmark with a bit of a pictorial element to it (seagulls). The texture and descriptor at the bottom tied it all together and the "As" of my wordmark cleverly resembles a bar stool.
BayBae is successful because it provides a fun twist to traditional speed-dating and typical pop-ups. Getting a breathtaking view of the vast ocean and a mouthwatering taste of the sea makes BayBae a popular and attractive hotspot to dine, socialize and find love. BayBae brings the lovey-dovey, hilarious, wacky romcom world to you. It is your story. Your movie. Your stage. Your moment. We create it, and you set it in motion.
Your love story begins today.
Find your bae by the bay!
