Concept Generation
Now that the research stage had come to an end the next logical stage of the process is to begin to generate multiple different themes and concepts that the branding of the restaurant could adhere to. Leading on from this directly an additional stage will then be to decide on a few themes/concepts and to begin to sketch out multiple visual ideas that are generated from the concepts/themes.
During the concept generation stage multiple appropriate themes were considered. These themes are Americanism, outlined as a growing trend within the UK during the statistical research stage. The second theme is minimalism/simplicity allowing the importance of the food to speak for itself outlines within the statistical research and finally Geographic themes, where the branding of the restaurant is depending on the restaurants geographic area.
Idea Generation
Following on directly from the previous section in which a number themes that could be adhered too during the designing stage were identified it was then time begin to explore a few of the possible options. The decision was made to explore multiple sketched ideas of which gain their aesthetic from the themes of ‘Americanism’ by implementing symbolistic illustrations of American styling, ‘Minimalism’ by ensuring the branding remain structured and simple & ‘Illustration’ by implementing hyper-realistic illustrations of burger products.
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