Restaurant Branding, Roast Beet

Roast Beet

(Portfolio Prep Project)

- Branding Project -

Advanced Design, Fall 2017, SLCC

This project is from my Advanced Design class at Salt Lake Community College. Our main goal was to create a branding for a company, and we could choose between 4 different companies, I chose the Plant Based Restaurant Roast Beet (I suggested the Roast Beet, so I was beyond happy that I could choose it as my final branding!)

About the Project

The first task we had was to create a logo for the brand. Roast Beet is a Plant Based Restaurant, so I did research about different vegan restaurants to get a better idea and understanding what Vegan restaurants are focusing on. We made the logo in Black and white, but also with two spot colors of our choosing. My logo is made by hand, so I didn’t use any specific typeface. I was unhappy with the beet in the middle of the logo, so I revised it in the middle of this branding project. Next up was the Business card, Letterhead and Envelope, they were all created in the two spot colors that I chose for my logo. To create the business card was the most time consuming project, there was a lot of revising and design changes. I wanted it to match with my Envelope and Letterhead, so it was easy for me to use the elements from the Business Card to them. I decided to revise all three of them at the end of this project, when I started to move into a more “organic” and clean direction with my design. We had make a Kit Cover for our Business card, Letterhead and Envelope with two spot colors as well, and I decided to made a 3 panel folder (with pocket). I made a die cut shaped like a Beet to make it more appetizing and appealing, but the design didn't turn out how I wanted it to. The design I came up with was OK, but after re-designing all my other previous project I decided to change this one as well. I’m happy I did, the design is more clean and professional now. Next project was the brochure in a letter fold in 4/4 process color. We were required to have a map, coupon and a mail-back business reply in it. Since we were allowed to use the 4/4 process color, I decided to add photos and fun illustrations of vegetables and cooking equipment. Shortly after we started with our Magazine Ad design in B&W, my main goal was to make it “stick out” from the rest of the magazine, so I made my ad with illustrated vegetables in sharp contrasts. The final project was the Annual Report in 4/4 process colors, and 5 pages were required (1 cover saying “annual report 2017”, 2 pages with president page & company page, and 2 financial pages with charts & balance sheet), the cover is a little bit different from my other projects, but I absolutely love how it turned out - everything doesn't have to be "matchy-matchy" :)

All the final designs were then mounted on a black matte board, covered with tracing paper and black charcoal paper with labels about the projects on the back on the board. All the images I used are from creativecommons.org.

Process

On all the different projects in this branding, I did Preliminary Work: Researching & Brainstorming, Sketches & Doodles, Tight Thumbnails, Tight intermediate Hand Comps, Initial Black & White Computer Outputs, Final Black & White Outputs, Color Choices, Output Color Tests, Final Color Outputs.

Preliminary Work on All Projects:

Logo