StakeBurger: Brand Identity Project
Prompt: Create a fictional restaurant and design a
brand identity.
The goal of this assignment was to create a logo and brand identity for a fictional restaurant. In doing so, I would create a logo system, slide deck, and collateral to truly bring the brand to life.
Solution: Stake Burger, a vampire-themed food truck on the coast of Los Angeles.
In response to the assignment, I created Stake Burger’s design. I drew inspiration from historical Gothic architecture, contemporary Vampire knowledge, and the culture of over-priced food trucks in Los Angeles. I used the typeface Walden to complement the traditional blackletter in the Stake Burger logo. These elements mesh to create a rich, grunge feeling that compliments both the art and aesthetic.
Brand Identity Slide Deck Highlights
“Where did this come from?”
Stake Burger is a melting pot of concepts relating to the modern understanding of a vampire. From the gothic roots of Stoker legend to the comedic elements we see in properties like What We Do In The Shadows, Stake Burger is an homage to the established conventions of the monster we know and love.
As an example, a lot of love and care was put into the naming of both the brand and the multitudes of items on the menu. This can be seen in burgers like the garlic-based “Certain Death,” and an onion burger titled “O-Positive.” This comedic undertone allows for a more entertaining and marketable brand, while keeping the original premise intact.
