I took on the task to create a concept branding redesign for Five Guys, a renowned burger chain restaurant. The scope of my work encompassed a complete overhaul of the brand's visual identity, including a new logo mascot and typography while preserving the core recognition tied to the brand's iconic red identity and checkerboard pattern. The new logo mascot features a playful cartoon burger and though far from the previous branding, the mascot exudes a sense of familiarity, evoking a connection with the audience. The main typography is refreshingly unconventional and contemporary, while the secondary typography pays homage to the brand's roots, maintaining simplicity and nostalgia. This comprehensive redesign breathes new life into Five Guys, capturing the essence of the company while infusing it with a modern and vibrant energy.

2023

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