Art Direction & Brand Design for a burger restaurant 🎲

Jack's Burger is a fictional restaurant that prepares hearty and irresistible burgers that overflow with juuuuuice! Based in Las Vegas, Jack has always been a fan of card games 🎲. He decided to combine his passion and his love for making burgers to show the world just how ADDICTIVE his burgers are.

Clearly, the name of the brand and the story of its creator were key elements in the art direction behind this fast-food concept. Connecting the world of gambling and food with the Jack playing card was an iconic Eureka moment!

Aesthetically, the colors and typography follow this theme, creating a cohesive and engaging visual identity.

Firstly, I created a visual identity that is cohesively aligned with the brand essence and art direction. This includes:

a logotype,

a color palette,

a set of two typefaces.

To make the brand complete, I complemented the visual identity with various assets. This ensures the restaurant maintains its branding consistency and remains anchored, recognizable, and memorable in the minds of its target audience. These assets include:

a restaurant menu,

packaging,

street marketing assets (posters,)

digital assets (social media branding, posts, and stories.)