Client: Roy’s Burgers
Industry: Fast Food / Casual Dining
Project Scope: Brand Identity Design (Logo, Color Palette, Typography, Packaging, Marketing Materials)
Objective: Create a fresh and inviting brand identity that embodies the bold flavors and welcoming atmosphere of Roy’s Burgers. We’re a modern, all-American fast-food brand redefining the comfort food experience. We pride ourselves on lightning-fast delivery and the friendliest team in the business. At Roy’s Burgers, we’re all about serving comfort food that’s Fast. Fresh. Delicious.
Research & Moodboard
To develop a strong foundation, I conducted:
- Market Research: Analyzed competitors to identify branding gaps and opportunities
- Target Audience Insights: Defined ideal customers—families, casual diners, and burger lovers.
- Brand Personality: Created a voice that’s bold, energetic, and nostalgic, appealing to both younger and older audiences.
Sketches & Concept Development
I began by sketching multiple concepts that went from vintage to modern styles. I wanted a logo that would appeal to both older and younger audiences.
Our brand colors—red, yellow, and teal—tell a story. Red ignites hunger and urgency, a classic choice in the fast-food industry. Yellow brings energy, fun, and a sense of youthful joy. Teal balances the palette with a cool, refreshing contrast to the warmer tones.
The iconic burger symbol stands strong on its own, making our brand instantly recognizable. Playful wavy imagery and floating triangles on the packaging add a casual, approachable vibe. Meanwhile, our multicolored, repeating text exudes fun, youthfulness, and visual appeal.
Final Logo & Brand Identity
The final design depicts a fun and casual vibe with a slightly retro look. The burger icon reinforces the brand’s focus while adding a bit of flair.
Brand Application
The brand’s identity extends across a wide variety of packaging such as delivery bags, cups, wrappers, and burger boxes. I also developed social media marketing material and signage, further increasing the band’s recognition.
- A variety of recognizable fast food packaging and signage.
- Social media banners and marketing materials.
Conclusion
This project demonstrated how strategic brand design can differentiate a business in a competitive industry. By combining nostalgic elements with a modern touch, the Roy’s Burgers brand successfully captured the essence of a bold, flavorful burger experience. Roy’s Burgers isn’t just a brand—it’s a flavorful experience you’ll remember.
