SIZZLE & SERVE: KBBQ IDENTITY

BRIEF

Meat Project, a Korean BBQ restaurant in the heart of Centreville, Virginia, opened in early 2023 and has quickly gained popularity among KBBQ enthusiasts. The bustling restaurant is expanding its selection of meats and liquors to offer customers a unique and high-quality dining experience.

To capture the essence of the restaurant, I created a brand identity that reflects its vibrant atmosphere and diverse selections.

CLIENT

Meat Project

TIMELINE

3 weeks

FINAL RESULTS

LOGO DESIGN

I created a logo concept featuring a piercing flame. The flame symbolizes the warmth of the grill and the smell of BBQ. The word "meat" is inspired by the Acumin Variable Concept font, with adjustments to kerning and adding of playful curves.

IN CONCLUSION...

Immersing myself in KBBQ dining allowed me to understand how atmosphere and design play pivotal roles in shaping a brand’s identity. The opportunity to dive deep into the dining environment, create a cohesive brand, and design a menu set aligned with the restaurant’s human-centered ethos pushed me to think critically about user experience, creating meaningful connections between the brand and its audience.

Reflecting on the project, I wish I had further researched competitor KBBQ restaurants. Understanding what sets each franchise apart could have provided key insights into their unique offerings and customer experience. Observing these competitors would have enriched my approach to crafting a brand, ensuring the design not only stood out but also resonated with the target audience in a competitive market.

MENU SET

The unique atmosphere of Meat Project is influenced by the decor of the interior. Through observation I took note of their maximalist aesthetic. I wanted to reflect that in the background of the menus by using a soft yet bold text, “ALL YOU CAN EAT”. The playful slant of the text draws attention away from the price tag of their meal.

PLANET FITNESS REBRAND

1. DINING EXPERIENCE

The Meat Project lacked a defined brand identity at the start of this initiative, prompting a detailed discussion with the CEO about business objectives and project expectations.

To gain firsthand insights into their offerings, I dined at the restaurant, comparing its unique features with my prior experiences at competitor KBBQ establishments. This immersive approach provided a clearer perspective to shape a distinctive and strategic brand identity.

2. COFFEE PROJECT

At the start of this project, Coffee Project occupied the opposite side of the building under the same ownership. I observed, took photos and notes while brainstorming how to unify the identities of the café and the restaurant.

3. UNIFIED BRANDING

To better reflect the high-energy atmosphere, I designed logos that evoke a sense of dynamic movement, crafting a visual identity that feels both fresh and engaging. The result is a brand that captures the vibrant spirit of the space and invites customers into an exciting dining experience.

Coffee project provided a space where Meat Project customers could sit and wait in, or even eat dessert at after their Korean BBQ.

4. NEW DIRECTION

At this point in the process, the CEO expressed his intention to shift the business focus to Meat Project, with plans to eventually close Coffee Project and expand the restaurant.