This is a brand design proposal I put together for Cubby's - a burger joint in New York City that is owned and operated by my friend Chacho. Because Chacho is such a good buddy of mine the tone here is more informal than typical of a brand proposal.
The essence of the proposal was to simplify the brand identity by choosing two brand colors - bright royal blue and bright white, which would stand out on a crowded Manhattan street and allude to the company's identity as a old fashioned burger joint with a French twist. I created a simple, retro-inspired logo that I felt was more appropriate for a counter-service burger restaurant, and to make it even more obvious to hungry passersby what type of business Cubby's is I added the subtext: • Burgers • Fries • Shakes.
In order to demonstrate the possibilities of this identity I designed some t-shirts, respun some pre-existing brand artwork, and created an original new illustration.
Chacho wanted the brand to feel French and beachy.
(Chacho had existing artwork that he wanted to incorporate into the new brand.)
