Challenge

Develop a brand identity for a company of choice.

Opportunity

For this challenge, I chose to create a brand identity for my grandparents’ restaurant, Drake’s BBQ in Brunswick, GA. This project was near and dear to me because I grew up in the restaurant and even worked there at a young age. My grandparents never took the time to get any form of branding set up as they were a very casual, small business. The restaurant had a very rustic, Route 66 feel to it and I wanted that to translate into the brand. I wanted to be very intentional about staying away from the generic pig and fire imagery that’s widely used amongst barbecue restaurants. The restaurant’s walls were covered in license plates and old Coca Cola signage, so I made use of a bottle cap outline in the logo and wanted to use the license plates as a vehicle wrap. I also tied the license plate imagery with the business card to make it cohesive. I made use of easy to read, textured typefaces to give the brand that rustic, worn-in feel. 

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