Following the success of their first restaurant in Tooting, owners Faraz and Osman Ahmed approached us to refine Meat & Shake’s brand identity for their two new sites in Ealing and Watford.
An American inspired, burger led concept, Meat & Shake was born from the owner’s passion for Deep South BBQ flavours and we were tasked with creating an identity that showcased the heritage of their American inspired menu.
The graphic application included logo creation as well as the design of the full menu suite, packaging, business stationery and website design. The project also involved the creation of illustrative typographical statements, which were used as environmental wall artwork as well as for seasonal advertising campaigns.
The brand identity is anchored in its Southern roots, with the logo and slab-serif typography inspired by American wood block type. The recognisable ampersand icon is representative of a flame and features heavily across the brand identity. The collateral was printed on craft paper with raw leather hide menu covers embossed with the logo.
The wall artwork and signage creation was another important layer to the brand, ensuring that the identity permeated into the diners every experience.
A significant part of the identity was the design and creation of the website. It was important for us to tell the story of the food on a digital platform, so we chose appropriate music and designed a simple single page-scrolling site that celebrated the food offer in all its glory.