Toast
Toast is a brand new eatery dedicated to providing a unique dining experience by highlighting open-faced sandwiches with the use of fresh ingredients. They needed to create a visual identity system that would bring a fun, energetic, playful feel, while accommodating a variety of media and material that would engage and inform their guests.
Brand Identity, Visual Identity System
Design Question
How might we deliver an engaging visual identity system that fits with the feel of Toast while creating materials that will inform the target audience?
Deliverables
Visual Identity System
Website
Digital Graphics for Instagram
Print Materials
Signage
Goals
Develop a recognizable brand by creating a new visual identity
Create a social presence
A Fun, Unique Logo
The primary logo for Toast was to be cartoonish, bold and fun to fit with the overall feel of the restaurant as open sandwiches are bold, messy and unique.
A Flexible Identity
The visual identity system is based on a fun 90s theme, where aspects of fun and colour are portrayed throughout the system. While the system’s pattern is based on illustrative stickers for different ingredients, it was designed with flexibility in mind so the pattern can be used in a variety of manners across all media. This lays the foundation for the visual identity system for Toast, as the brand serves delicious food to their customers.
Stand Out Type
HWT Konop has been chosen as the main typeface for Toast as it adds some boldness and uniqueness to the brand, making it stand out. This typeface should be used for titles or headers. To contrast the large, bold, wide typeface of HWT Konop, Ropa Pro should be used as body text, subtitles or footers for legibility.
Reflection
Designing the visual identity of Toast has helped me to branch out my design style, implementing bright colours and fun patterning, stepping out of my usual design style. I enjoyed creating mockups for the website and would love to further the creation of the website in the future.