CRFT Burger
Category
Branding, Logo
Software
Illustrator, InDesign
Developed a brand identity representing LA’s historical burger culture reminiscent of a traditional diner with a modern pop.
Brief
Purpose
Focus on appreciating LA’s historical burger culture, emphasizing the process, ingredients, and all the TLC that goes into making each burger.
Message
Fresh sourced ingredients, highest quality meat, best locally sourced buns.
Audience
Food lovers from 20s to late 30s.
Vision
Hip, playful, and classic with hints of diner aesthetic.
Personality
Confident, friendly, and direct.
Logo
Parallel with CRFT Burger’s mission, this logotype utilizes a vintage typeface that provides a sense of history and a classic feel. This typeface is old school and carefully crafted, much like CRFT Burger’s mission and products.
Submarks
The submarks are inspired by vintage badges aligning with the brand’s traditional feel.
Color Palette
The vintage logo paired with this color palette is synonymous with the brand’s loud and proud persona, as orange is associated with confidence. The accent colors are also used to give the brand a relative and fresh feel contrasting with the vintage logotype.
Typography
While Neilvard provides a vintage and classic quality, Helvetica Neue adds a modern and casual touch to the brand.
