Organic Fast Food Shop Fronts.

I am trying to develop the the identity systematically for the organic fast food company.. starting from the the outside, and working in, with the packaging being the predominate focus.

What i wanted to achieve with the shop fronts, is keeping the ethos of simplicity, type heavy design. This allowed me to move away from the fluffiness of your stereotypical organic fast food restaurant, to try and appeal to your less health conscious customer. The reason for this being, it opens a larger demographic of consumers. If your organic restaurant has the perception of not really being organic and serving universally enjoyable, to the point food, there will be a large range of customers, and thus a higher level of profit, and it is this that needs to demonstrated in the design. which is the reason for the text heavy, minimal  to the point packaging approach.  

Here you can see the starting point for the the shop frontage for the original fast food company. This would be the most basic of layouts, however i don't believe this fits in with the ethos of the company.. i want to incorporate heavier type.. ** this is before the logo was changed to franchise.. and knockout. I think although the design direction of this project is minimal to the point and typographic. there will need to be some colour with in the identity, as i cant forget the identity will also need to attract visitors.

This is an alternative shop frontage... here i beginning to play with strap lines. the strap lines i want to be represenataive of the ethos.. straight to the point. whilst incorporating the organic nature of the food.. with out making it fluffy... " fresh,unadulterated,original food" is what i am working with here.. avoiding the use of the word organic i think is important. from a design perspective this is still in the early stages of design. and will be developed further.  

Again beginning to play with heavy type, and looking at alternative typographic layouts... i think it is important to realise that the type cant take up more than 50% of the window.. i think as a customer you would find that somewhat disconcerting not being able to look into a restaurant.

"food without the added bull sh**t"

As a strap line it defiantly pushes forward the point,  to strongly for commercial usage.. however what i do like is the layout.. its beginning to to give the straight forward image i have been looking for.. i have also some of the the companies statement of intent.. which adds better balance to the design.  

This shows the addition of the ethos.. however, the layout still needs work.. with the leading being far to much in this case.. the type needs to make more of an impact.. to attract the onlooker think bigger bolder..

this is the same layout. however with a changed strap line.. which i think works better.. something that will be highlighted in the first progress crit..the more opaque original food in the back ground i think adds almost like layers to the design, which i like..

This is using the changed typeface for the first time.. after the identity was changed.. you can see how the typeface adds a certain strength to the delivery.. it is now just about getting the weightings correct... and finding the correct layout.. i currently think i am being to safe with the design.. also a lacking of colour.. could be considered and issue. i dont want the over all identity.. to be to industrial.. which it could turn into with out colour.















here you can see i am starting to develop the layout more.. breaking up the words.. may look more pleasing on the eye.. however.. but takes away from the bluntness of the delivery... which is important.. i do like the addition of the line.. as this allows the name of the company and the statement to be a separate entity in a way... it also adds more of a flow to the layout of the window display.





taking the name off the door makes the image of the exterior cleaner.. its important not to over branding.. the restaurant..

Example of the typographic layout as it stands, the readability is the main issue. and i need to come up with other ways of making the restaurants indentity to the point but also visually appealing. however what is improved is the weights use of the two typefaces as well as the general typo necessities leading etc. 

Here i am simply beginning to look at colour for the first time.. i think it will be important to get a strong colour scheme for the identity.. of the restaurant.. as i will be using minimal colour through out.. and will simply be using colour to highlight flavours etc.. i don't think it is crucial for the colours be associated with food.. i think the food at the restaurant will be associate with the colour. if you see a pink.. fluorescent.. it could be an un related drink etc.. however through the identity of the colour.. it will have the association..

eample of the layout/colour close up.

example of how the ethos reads.. i am now going to look at an alternative typographic layout.. to try and embody the matter of fact delivery.. tone of voice.. with the use of a chosen swatch colour..

This is without doubt the most successful design so far.. the typography is bold.. and draws attention with out losing readability... and the required tone of voice.. The lines in different weights add movement to the piece.. which i think will attract the potential customer to its appearance.. using strap line. from with in the statement of intent.. allows a simple but effective in communicating message.. of the ethos. i have dulled down the colour swatches.. to represent a more old school... traditional .. homemade(home cooked) feel to the restaurant.. which is still visually strong.

close up of the new layout..reads much better than previous layouts.. and allows a more interactive feel to the identity.

again a closer look.. seeing how the type fits together nicely, to create a bold but clean final image..

the other window.. follows the same trend.. however with this there needs to some alteration to the company name..it needs to be moved up in line with the food.. the leading could also be slightly reduced.

looking at alternative colours.