Identity + Collateral Design
Bob Belcher cooks up hearty, classic burgers and sides of exceptional quality at affordable prices. His thoughtful menu features adventurous twists on classic meals, while a “build-your-own” burger menu can satisfy more trepidatious diners.
Loyal locals from the small town of Seymour Bay, as well as foot traffic from a popular amusement park just one block away.
Bob’s primary competitor, Jimmy Pesto’s Pizzaria, enjoys thriving business, while Bob’s struggles to earn modest revenue. This is primarily due to contrasts in decor and identity. Bob’s has managed on many occasions to demonstrate superior cuisine, but Pesto’s manages to appear more desirable to potential customers.
The new identity for Bob’s Burgers will be successful if it is able to reposition the restaurant as a mid-level sit-down establishment, better able to compete with the others in the neighborhood. The identity should be classic and honest, like the proprietors themselves. It should avoid associations with chain fast food, as well as any overly-trendy tendencies. Appearing too expensive will risk alienating the faithful customers the restaurant has, and limit business from families visiting the amusement park (a potential main source of income).