Drawing inspiration from restaurants in California and New York that have reinvented the burger joint, the co-owners of Chic Shack were itching for a young, hip and friendly visual identity, branding that would make people just as hungry as their menu. We created a visual identity for their restaurant, menus, stickers to identify the different burgers, signage, Internet site and Chic Shack burger anatomy.
The red logo, and its sense of motion, is a throwback to American diners. The fonts, round and plump, are an invitation to indulge in good food. The worn effect adds character and gives it a connotation of longevity. Everything is just as attractive as one of Chic Shack’s great gourmet burgers.