patty shack

corporate identity

The project was to create a vegetarian burger company that would appeal to the local, active population of Gainesville, Florida. The target audience was health savvy men ages 25-30 whose athletic routines and food choices are paramount in their lives.

The idea was to create a logo that communicated a healthy food and burger in one. The mushroom was a great fit in that the cap looked like a bun and the mushroom, itself, a healthy food. The typography is friendly and inviting while the color scheme is reminiscent of both buns and vegetables. The slogan, “Meat your vegetables” played on the idea of meat and meet to bring attention to a product that is traditionally made from meat but is now vegetable.

The corporate identity needed to reflect the ideas laid out in the logo but still come across as professional. The information on the business card stands out juxtaposed against a dark background, I added a shadow logo on the information side of the card to add a dimension of interest and as a subtle but effective attention grabber.