Brand Refresh for Barbeque Nation
Barbeque Nation is an established restaurant with a very successful business model, however in the past 10 years there have been similar restaurants that have come up in India. It is a growing market and I thought this is the best time to Refurbish and create a brand new identity and visual experience for Barbeque nation, which will help it stay ahead of its curve.
The idea was to keep it simple and yet make a connection with the audience. Food is something that can always bring a positive vibe to any situation. And as they say 'The way to a man's heart is through his stomach'. Keeping this idea of love for food and what food means to people I came up with a simple iconic identity that people can relate to and something which has a great recall value.
The space experience brings out a feeling of outdoor barbecue environment focusing on having a great time with your loved ones.
The style is minimal with appetising colour schemes.
I used Adobe Photoshop and Adobe Illustrator to create my artwork.
Initially there were a lot of sketches and drawings. Most of the ideation and explorations were done on paper and then digitalised.
The final concept iterations were made digitally using adobe illustrator. The concept was to incorporate the grill with other elements like the heart and the gesture of spreading hands on both sides to show the vastness that Barbeque Nation offers.
People had a positive response and were able to connect with the identity. They also felt that the logo fits well in current times. At the same time some felt that the identity was a little too simple. During this entire process, I learned that a lot of things should be considered while branding a restaurant. The way of looking at it in a bigger picture and how the small details make a big difference.
This is a concept identity, that I feel would work wonders if taken forward. Even though the restaurant is very well known, the visual language and identity was something that needed to be worked on. In this project I have tried to create that fresh look.
