To culminate the idea generation stage of the process three of the potential sketched ideas were further developed digitally, one from each of the three theme/concept categories. With the most informed and rationalised option for this brief going through to the final design stage.
The first of the possible design treatments pertains to the ‘Americanism’ theme that was proved vastly popular within the UK within the statistical research. The design treatment incorporates this theme by the inclusion of the American flag aesthetic through the implementation of simple geometric shapes. This was then paired with some simple but striking typography.
The second of the design treatments with the ‘Minimalist’ styling matched straightforward typography with a simple geometric mono-line illustration and masses of empty space to create a balanced and successful identity
The final treatment is one of which focusses on using typographic elements only to comprise the brand identity. The typeface choice was made due to create a contextual link between the branding and content by using a typeface that replicates the type found on cattle stamps.
The decision to take forward the minimalist styling in to the final stage of designing was made due to the fact that the typographic treatment didn’t create a coherent enough identity and the American styling is far too overused in the restaurants of this type.
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