five stars family burger
"We're an old-fashioned burger place with small bits of Korean twist, and we tend to keep it that way."
challenges
Right now, the restaurant feels like it has multiple personalities and gives off a makeshift vibe that can discourage passersby from stopping by. The only element that feels like it belongs is the current logo, because it highlights Mr. Yim's zany personality pretty well. Even though the logo sort of works, it struggles with contrast and scalability, their pole sign is a perfect example.
Additionally, since there's no branding, it makes marketing difficult. Consistency leads to trust, and trust leads to more people willing to try their food. When you pair good branding and more people visiting, happy customers tend to do the marketing for you, which leads to more business.
Honestly, these guys are great! I want to see their business grow and influence other local businesses to deliver the same quality.
research
To be fair, he had no clue what I was doing.
I began by looking them up on the internet. I found articles, reviews and their social media. Social media is my got-to place to see the kind of content they post, what people value and what themes are important to them. This gave me direction. After studying their social media, I was able to make a list of 5 reference nouns I could use to sketch concepts (Mr. Yim, burger, quality, family-friendly, cars). Then I looked up competitors to see what concepts they've worked with.
concepts
suite
This one didn't work because the burger was too hard to recognize.
I had high hopes for this one, but it needed 2 colors and a frame to work well.
