— A Delicious Rebrand
Hat Creek Burger Company
MY ROLE
Identity Design
Brand Development
Collateral Design
Environmental Signage
Photo Art Direction
Motion Design
YEAR
2023—Current
AWARDS
American Advertising Awards:
2023 Best of Show — Digital
2023 Judge’s Choice — Consumer Website
2023 Gold — Consumer Website
2023 Gold — Brand Identity Campaign
2023 Silver — Illustration Series
CLIENT
Hat Creek Burger Company
PROJECT TEAM
Creative Agency: Guerilla Suit
Strategy: Jenn Billiot
Account Team: Hannah Young, Julie Warenoff
Illustration: Mike Tabie
Web Design: Stephanie White
Web Development: GoodWork
Food Photography: Clay Grier
Food Styling: Olivia Caminiti
OVERVIEW
Since starting as a humble food truck in 2008, Hat Creek Burger Company has expanded to over 25 locations. The company had grown but the branding had not. A refresh would need to evolve the brand system while holding onto the most important and recognizable ingredients—fun, optimism, heart and connection.
In addition to updating the logo several new typefaces layer in personality to give the brand a wider range of expressions.
For headlines, Elizeth Condensed Bold from Blackletra Type Foundry was chosen as a compliment to the letterforms in the logo.
The soulful and versatile sans-serif, Americane by Hannes von Döhren was chosen for supporting typography. Its wood type characteristics add warmth to headlines, paragraphs and body copy.
The playful Eubie Script from Dai Foldes mirrors the bouncy baseline in the logo while adding its own distinctive personality in expressive brand text.
An updated color palette evolves the existing brand colors and introduces a collection of new, brighter supporting colors.
Brand Reveal (0:49) — The brand reveal video shows the evolved logo and glimpses of the larger design system.
Taking inspiration from mid-century cookbooks and children's books a classic, playful illustration style gives the brand a nostalgic, yet timeless appeal for both parents and kids.
A new website was designed and built from the ground up to roll-out the new brand and feature new menu photography.
