To develop my ideas away from the computer, I decided to use ink as a medium to create a starting point for my brand's identity. Hand rendered elements are something I have extensively experimented with in Level 4, and so I felt confident with using this in this project.
Hand rendered elements are relevant due to the organic nature of the restaurant (no animal produce, ethically sourced ingredients), and would give off a very wholesome and pure aesthetic which would communicate the unprocessed and organic food that would be sold in the establishment.
Firstly I experimented with type, both lowercase and uppercase, which obviously convey two very different tones of voice. The lowercase type is much more relaxed and freeflowing, the joined up nature of the type communicates an informal tone of voice, and also lowers the overall volume.
The uppercase type is more structured, still informal due to the analogue technique, however it conveys volume and seems more aggressive and loud. The narrow aesthetic of the lettering lowers this tone slightly, and creates an impact.
As for logos, I experimented with leaves to represent the plant based side of the brand, and also the equal sign. I felt this did not really convey that the brand is for a food establishment, however it was supposed to represent the brand's ethics and opinions on animal produce, that animals are equal to humans.
The burger icons I felt communicated the fact that it was a fast food restaurant, whilst also showing that the burgers and food were 'organic' through the use of green filling. Green is obviously a colour associated with the environment and ethical produce.
Feedback:
The majority of peers I asked about these designs suggested that the lowercase lettering was the most appropriate due to the relaxed and conversational nature, the loose aesthetic of the lettering and how the letters are all unique (unlike a typeface), and the way they are all unstructured on the baseline was successful. It was said that the uppercase type was nice, however more overpowering and aggressive, which is not the approach I was going for. As for logos, many suggested that the burgers represented the brand appropriately.
Now I will develop these ideas and also try out a more clean, vector aesthetic to see which represents the brand best.
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