Brand Design (The Maple Stack)

The Maple Stack specializes in serving pancakes around the clock. With just four delectable pancake flavors and a closely guarded secret, the grilled cheese sandwich, it's the ultimate destination for millennials and Gen Z. Their brand combines a hint of dark humor with a classic design. Step into a world where nostalgia meets culinary delight.

The challenge in this project was to unite two entirely different generations. A classic and monochromatic style with a target audience that didn't live through this era of design. Therefore, when creating the concept, the most defining factor of the target audience was taken into account – THEIR PERSONALITY. So, we infused the classic style with the customers' personality. With this clarity, the brand design was crafted using classic colors, fonts, and patterns, but its voice, the way it speaks, dish names, and characters, exude a youthful, rebellious, comedic personality infused with humor.

The logo has a rather clean design since the brand consists of many textures and patterns. Two serif typefaces are used, with "MAPLE STACK" being the standout, as it's what we want customers to remember. Two logo versions were designed, one with a character and one without, to adapt to various use cases.

For the color palette, it was decided to use monochromatic colors to evoke that "classic" feeling (as in the past, only one ink was used to keep costs low for companies since the printing system was expensive). To complement the color palette, a retro-style checkerboard pattern was created.

For the fonts, three were employed to give the brand more personality. A primary serif font was used alongside the other sans-serif fonts. This combination creates a perfect contrast between the classic and the ability to provide a clear visual path to understand the message.

The requested pieces are created, and each piece is meticulously designed to convey the right message. Attention to detail also allows for a journey through time. More than just promotional pieces, art is created. Enjoy each of the pieces for yourself!