Tools Used:
- Illustrator
- Substance 3D Stager
- Adobe Fantastic Fold
- InDesign
- Photoshop
Skills Demonstrated:
- Logo design
- Branding systems
- Package design (structure and visuals)
- 3D objects and staging
- Composition
Project Description:
This branding and collateral design was created as a part of my undergraduate honors thesis and culminating senior project. My interests in both graphic design and sustainability inspired me to dive into research on sustainable practices in the contemporary fast food landscape. Based on that research, I created original branding for a hypothetical fast food restaurant that boasts its sustainable practices, named Green Freak. The branding is then applied to packaging, a menu, business materials, and grand opening collateral.
Designs and Decisions:
I designed the branding for Green Freak to convey an audacious, unapologetic, and exciting identity to depart from the often sterile themes associated with sustainability. Featuring a sprouted burger logo and playful typography, it seamlessly blends the concepts of fast food and eco-friendliness into an effective union. The branding is best displayed in the packaging and collateral, where Green Freak’s ethos and tone shine through. The predominant use of white backgrounds simplifies the design, enabling logos and essential information to take center stage. The advertising collateral, such as the poster and billboard, generate anticipation and excitement for Green Freak, enticing the audience to embrace sustainable practices and dine at the restaurant.
Result:
The result of this project is a comprehensive set of collateral that not only educates about sustainability but remains true to the core values of a fast food establishment. It was a joy to see a year-long research project come to life through my design work, and I am thrilled to say I have successfully defended my thesis to faculty, family, and friends.
Katie Stains 