For this hypothetical project, I was asked to create the branding and collateral work for a new chain of restaurants opening in Australia. The client wanted an illustration-based branding style that can be applied to various franchises across the country. The designs must target audiences that love new eating and dining experiences which informed my decisions when constructing ‘Chirps’.

Due to this, my goal was to create a dining experience that not only enticed audiences but challenged them in their eating endeavours; how much can you eat and how spicy can you go? Therefore, naturally the design took shape surrounded by red hot flames and spice, in hopes for a friendly, yet competitive, community.

When approaching the design, I strived to create a visual atmosphere centred around the feel of home cooked chicken and eating with the family. When I think of the relationship between food and family, I am reminded of two brother’s daring and challenging each other across the table. This general approach inspired the bold red aesthetic and fiery patterns used throughout the brand identity.

The illustration of the flame not only represents the spice and heat of the food but also the fire of a brotherly relationship sparking competition and family alike.

The final design succeeded in showcasing the community and fiery family nature that I was after, through products consisting of food packaging to a restaurant mural along with website design and in store ambiance.

Through this project, I learnt the importance of consistency. While creating the different elements of this submission, I had to balance being consistent in design yet having differentiation to show overall company identity while making the products engaging and aesthetically pleasing. It is important to be consistent so the company can show the customer with certainty who they are as an entity and in turn, the customer can trust the product they are receiving. My designs were consistent and adaptable to the clients’ desires and the customer’s want for an exciting dining experience.