| Date post: | 19-Mar-2016 |
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Alice Vine
OUGD303Brief 3 Gourmet Burger Kitchen
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Board 1/5
+44 (0)7525 422 944
Brief:
Re-design the restaurant components for Gourmet Burger Kitchen.
Concept:
Using the existing content of the restaurant’s menus and poli-cies, I introduced a fresher, light hearted and more interactive experience by using unusual materials and formats from the table top to a new takeaway range.
Alice Vine
OUGD303Brief 3 Gourmet Burger Kitchen
/
Board 2/5
+44 (0)7525 422 944
(i)The table top. Gourmet Burger Kitchen already had a playful aspect to their table top utensils in the form of a plastic tomato ketchup holder. I used this as a real inspiration in to the tone of the rest of the deliverables.
As a company there is no other restaurant devoted to the burger like Gourmet burger Kitchen is. I used this unique sell-ing point in the designing of the printed aspects of the range by using burger imagery across everything to give a real sense of a speciality in burger making. From the drinks menu to the GBK table burger sauce, it is all about the burger.
(ii)
The menu is a real focus point to the range. It continues the loyalty of the burger and really exposes the concept of the layers of the burger. Each layer has a different category of the menu. Starting from blurbs and appetisers right through to chicken, vegetarian and sides. The menu breaks down the content into an easily digestible format where you can forward to the relevant layer, for example the lettuce lists vegetarian options, or browse through in full.
Made from laser cut acrylics with a vinyl sticker overlay of illustrated type.
(i) (ii)
Alice Vine
OUGD303Brief 3 Gourmet Burger Kitchen
/
Board 3/5
+44 (0)7525 422 944
Here I have demonstrated the possibilities of using the designs on different scales. From the walls to the reciepts, the hand rendered approach works on both small and large scale.
The hand rendered type also acts as a form of identity to the brand as it gives a playful and relaxed approach to heavy content but still in a legible and functional way. Thats why it was important to make the type consistant so the logo was redesigned using flet tips and the same medium was used right down to the menu (i) and staff name badges (ii).
(i)
(ii)
Alice Vine
OUGD303Brief 3 Gourmet Burger Kitchen
/
Board 4/5
+44 (0)7525 422 944
Here you will see how I pushed the restaurant componants out of the store. I used the burger imagery again in the signage (i) to create an engaging and inquisative focus point to passers by. The mock up hat (ii) shows the potential to push the delivera-bles out of 2d print and demonstrate fully the tone of Gourmet burger Kitchen as a fun, burger loving establishment.
The restaurant’s competitors such as Wagamama are all start-ing to introduce a takeaway option so I designed a takeaway range (iii) where the burger imagery is continued to form a real burger speciality identity when seen out of context. Right down to the grease proof wrap, the hand rendered imagery is continued with sharp seal stickers of the logo to ensure the restaurant can be recognisable when out and about.
(iii) (ii)
(i)
Alice Vine
OUGD303Brief 3 Gourmet Burger Kitchen
/
Board 5/5
+44 (0)7525 422 944
Here some artworks are shown and the potential further application of them on to out of restaurant areas as a form of promotion. The delivery vans (i) demonstrate how the image itself can become the representation of Gourmet Burger Kitchen as well as a simpler more obvious and promotional option using the branding and pattern design.
(i)
