patty shack

corporate identity

This project was to create a vegetarian burger company that would appeal to the local, active population of Gainesville, Florida and to design the logo and corporate identity. The target audience was health savvy men ages 25-30 whose athletic routines and food choices are paramount in their lives.

ideation

The idea here was to create a logo that communicated a healthy food and burger in one. The mushroom was a great fit in that the cap looked like a bun and the mushroom, itself, a healthy food. The typography is friendly and inviting while the color scheme is reminiscent of both buns and vegetables.

The corporate identity needed to reflect the ideas laid out in the logo but still come across as professional. The bleed off the page added an element of interest. I made the business card black. This was because black cards come across as sophisticated and the information stands out more, I made a shadow logo on the information side of the card to add a dimension of elegance and as a subtle but effective attention grabber.