Roadhouse branding
For the Roadhouse restaurant, I designed a landing page that conveys a premium experience, which presents the restaurant’s offer and philosophy with a modern and mouth-watering look. My most important goal during the project was to visually reflect the quality and dynamism that characterizes the restaurant’s offer and style. And all this is reflected in the brand’s image.
Research and conceptualisation
As a first step, I got to know the client’s brand identity and target audience. I analyzed the visual trends of restaurants offering premium fast food to provide uniqueness and competitive advantage to Roadhouse. Based on the brief, I focused on a modern and elegant look with dark tones and gold and yellow accents.
Project
Defining the image elements of the Roadhouse brand and describing its visual style to ensure a uniform and recognizable appearance on online and offline communication materials.
Description of branding elements
- Logo: The Roadhouse logo consists of a hand-drawn, paintbrush-like font that gives the brand a friendly, modern, yet rustic feel.
- Color palette: The yellow used in the logo is vibrant and energetic, highlighting the brand against darker background colors.
- Main colors: Yellow (#e58f00) – highlights and call-to-action elements (e.g. CTA), A shade of Black (#1d1d23) – gives an elegant, premium feel and contrasts with yellow.
- Contrasting colors: White and orange shades for added dynamism.
- Typography: Headline – A rustic, textured font that is playful and eye-catching, Body – A clean, easy-to-read sans-serif font that harmonizes well with decorative headline letters.
- Visuals: Large, mouth-watering, detailed, photographed burgers, pizzas, and other food specialties come to the fore, where the visual effect emphasizes freshness and quality.
- Graphic elements: Water splashes and dynamic lines create a sense of movement and momentum as the flavors of the food “explode”. Hand-drawn icons and arrows (e.g. around “Free Delivery” and “$12”) that make the look more friendly and present the information in a playful yet understandable way.
- CTA (Call-to-Action Buttons): The buttons are displayed with a striking yellow background and black or white lettering in a clear, visible location to prompt quick action.
The aim of the branding is to provide a premium yet dynamic look for Roadhouse, which provides quality food and fast service. The bright colors and dynamic typography reflect the character of the brand and the passion of the gastronomic experience. The uniform visual elements ensure easy recognition and memorability for the target audience.
