Brief 5 - Initial Designs

I started work on this brief by creating a very simple burger icon and choosing the typefaces which I wanted to use. As the client wants something simple, I decided on Nexa Bold as the main typeface, and Sanchez as a supporting typeface. These contrast well against each other as Nexa is a sans serif and Sanchez is a contemporary slab serif. It adds a bit more of an authentic appeal to the design.

I started with a very simple layout with the information stacked. I did two different variations of possibilities. This will help me in seeing which direction the client wants to go in.

I then sent this to the client for initial feedback. I decided to do this now so it allows the client to see exactly how I am seeing the identity right now and see if it is going in the right direction that they are wanting.

The feedback for this was good. The client preferred the first variation. They asked for the type to be put either side of the burger.

I did as the client asked and found that the 'The' in the name really created some issues, so submitted a version with and without it. Another issue with this is that the width of the letters on either side was uneven, mainly due to the 'W' in 'Wood'. It is obviously a wider letter so the kerning had to be different on either side to have the burger in the middle. While I wasn't too keen on this idea, I did it regardless so I could get some feedback from the client.

I sent through a couple of different variations, one with the 'The' and a second without it.

At the same time I also submitted a second design which I had developed. This design was away from what the client had asked for in terms of layout, but kept the full name of the restaurant.

The client gave more positive feedback to the second set of designs, which I was happy about as that was definitely the design that I felt was much better. 

I decided that I didn't like the rustic kind of look that I had given with the grungy overlay, instead preferring the cleaner and sharper look of the previous designs.

The client asked for the burger to be put in place of the third 'O' instead of on top. I also decided to get rid of the 'est.2015'  and replace that with the 'burgers, brews & cream'.

I felt that these designs are definitely the strongest that I had sent and I was happy with them because they was moving in a direction that I could agree with.

The client also gave feedback in that they didn't mind if the name included 'The' or not. They also asked for me to try the idea of an icon for all burgers, brew and ice-cream. While I preferred the idea of just having the burger as it's one symbol and is recognisable as this, whereas three symbols might be a bit too confusing, I did do as the client asked. I kept the designs in the same style, using smooth curves with the basis of circles.

Following this submission the client asked for a variation of the previous design where a lime green could be used in the design somewhere. I certainly didn't like this idea but understood where they were coming from. 

I did what the client asked and they did agree with me in the fact that it worked better without the green, and with only one symbol. I went back to the previous decision of using one colour following this. I mocked this up onto a variety of outcomes so the client could see how this would work in a realistic view.