Krust is a concept for a burger joint with an artisanal approach to making burgers. Its brand is a balanced mix of fun, tradition, and comfort.
For the logo (wordmark), I used the typeface Recoleta in semi-bold, in combination with a cursive typeface, La Belle Aurore. They highly contrast, but allude to the same thing: comfort food.
Recoleta is a serif font reminiscent of the 1970’s, the time when, diners and burgers became largely popularized in the United States (and, pop culture).
La Belle Aurore reminds us of French bistros, where hearty meals are served in casual, traditionally French settings. Another relevant aspect of the font is its cursiveness, which highlights Krust’s traditional approach to burger-making.
I kept the typeface combination for other forms of copy, such as the burger package and the menu.
Recoleta is a serif font reminiscent of the 1970’s, the time when, diners and burgers became largely popularized in the United States (and, pop culture).
La Belle Aurore reminds us of French bistros, where hearty meals are served in casual, traditionally French settings. Another relevant aspect of the font is its cursiveness, which highlights Krust’s traditional approach to burger-making.
I kept the typeface combination for other forms of copy, such as the burger package and the menu.
The brand involves a lot of Venetian Red. Not too bright, and not too muted, this shade of red matches the fast food energy of Krust, while emphasizing the refinement of the brand.
The Krust palette also includes very light peachy tones. They contrast well with the Venetian Red.
The Krust palette also includes very light peachy tones. They contrast well with the Venetian Red.
I drew a few illustrations of Krust burgers and friendly characters. They are very simple, cartoon illustrations, meant to add a touch of fun to the brand.
Krust’s branding includes a squared pattern that resembles the iconic Vichy pattern without fully being it - another aspect of its French bistro inspiration.
