Kristina Balbin
Visual + Interaction Designer
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American Burger

branding

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AMERICAN BURGER

trademark design & branding

 

 
 

DREAM. EAT. REPEAT.

American Burger is a family owned burger restaurant located in Monterey, California. It was established in 2009 by the Miguel family, who were very proud immigrants from El Salvador. They developed the name of their new restaurant by honoring their own pursuit of the American entrepreneurial dream.

 
 

BRAND ISSUES

American Burger lacked a valuable branding system that tied together who they are and what they do. Since they have a unique story of how their restaurant was created, it would be beneficial to have a cohesive, well-designed brand identity that gives their company a welcoming modern look that touches on both American and Salvadoran culture that could be spread throughout their restaurant, products, and social media.

 American Burger's current logos used for different applications.

American Burger's current logos used for different applications.

 

SOLUTION

Creating a cohesive rebrand of this family restaurant will help with their business, customer satisfaction, and overall look. The development of branding guidelines including primary and secondary logos, the implementation of a typographic system and color palette will help establish American Burger become the modern, welcoming and cultural-driven restaurant that they want to be. 

 

 

New Identity

 
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Typography

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color palette

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A deep red and grey was chosen as the main color for the brand identity to touch on American culture with accent colors of blue and gold to allude to the colorful accents of Spanish culture in Salvadoran clothing.

 

Secondary Logos

 
 

Stationery System

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American Burger's Desktop Website

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Mobile Website

 
 

 
 
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Uniforms and Merchandise

 
 

Images from Unsplash.com and americanburgermonterey.com