Jerry’s Burgers & Fried Chicken is located in Melbourne that serves quality food that is made to order using only fresh ingredients in a street-seating environment.
The logo has kept a hand-generated look and feel to reflect this process of making food from scratch and constructing their burgers by hand. It also utilizes a badge with bold letters to evoke confidence that certifies the products as being genuinely good like a stamp of approval.
Through researching the competition in the area, the color blue has been chosen for its identity both to stand out as well as to complement the exposed brick interior and a wood/ black color palette of the environment.
The result is a recognizable identity that achieves a balance between streetwise and safe that communicates the brand as being friendly and personal whilst being professional and confident.