Maggie Lemley, Graphic Design
Project Statement: Burgers & Dogs Brew Haus Brand Identity
Burgers & Dogs Brew Haus, also known as B&D Brew Haus, is a fictional brewery in Portland, Orgon that serves their own brew of unique blends of beer as well as gourmet burgers and hot dogs with exotic ingredients. B&D Brew Haus is a modern take on a classic American diner. This project started with researching classic diners and contemporary food design in order to set them apart as superior to their competitors. When creating logo options, I wanted the visual of the company to encompass both a vintage, welcoming feel, combined with a more contemporary, sleek design. The symbol is fun, clever, and sleek. It is sharp but still rounded and combines the ideals of an old-timey diner and a modern, lush restaurant. The typefaces choose in balance each other well while combining a serif and san-serif typeface. While one is simple, bold, and sleek, the other is much more curvilinear and playful. The color palette emphasizes a warm, welcoming, trending feel while also appearing professional and up-scale. I used a deep, warm cherry red, alongside a honey yellow, and a denim blue. These colors reflect the all-American diner persona and an engaging feel. Shades and tints of these same colors were applied to the brand’s stationary, as well as the restaurant menu. It was important to have a continuity throughout the artifacts in order to build familiarity of the brand. The stationary is functional, yet pleasing to the eye and professional. The menu is easy to navigate and neatly organized by course. I also created a symbol that combines what the Brew Haus is all about: burgers, dogs, and beer. Altogether, the branding for Burgers & Dogs Brew Haus stays consistent throughout the three projects and is delightful, welcoming, and yet elegant.