Chips & Dairy
Fast Food
Logo Concepts , Stationery, Branding Guide, Mockups
Conceptual Project
This project focuses on the brand redesign of Chips & Dairy, a local fast-food restaurant known for its unique blend of Canadian and Chinese cuisines. The goal was to create a fresh and authentic brand identity that reflects its diverse offerings and appeals to a wide audience.
Elevating a Local Fast Food Identity
The goal was to refresh the existing logo and branding to represent the company’s offerings better while ensuring the identity remained authentic and accessible. Through research and analysis of their current branding and competitors, I aimed to elevate the visual identity and distinguish Chips & Dairy in the mixed-culture food market. Some initial ideas I had leaned toward making it personable through mascots and fun typography.
Researching to Refresh the Brand Experience
I began by researching Chips & Dairy, focusing on its history, target audience, and competition at both local and provincial levels. Using mind maps and mood boards, I explored ideas through sketches, selecting those that best aligned with the brand. From these, I refined and expanded upon my top two concepts. After finalizing colour palettes, fonts, and iconography, I developed a cohesive branding guide and eventually a website. The process, though extensive, required minimal revisions as each step brought clarity and direction to the final design.
Impactful Logo Redesign with Valuable Insights
The final logo for Chips & Dairy significantly enhanced the brand's identity, showcasing a thoughtful integration of its Canadian and Chinese influences. My extensive sketching process proved invaluable, resulting in a stronger design than the original. In hindsight, I would delve deeper into the incorporation of Chinese elements, but the overall improvement was evident. This project taught me that patience and repetition are key to achieving a successful result.
