Restaurant Re-Brand | Brand Guidelines
GDES 43403 | Identity Systems 2 | University of Arkansas
Beef-A-Roo is a fast-casual restaurant chain located in midwestern and southern America, serving home-style fresh food. Similarly to Cracker Barrel, the restaurant lost all charm when modernizing—it's brand does not represent itself properly. I drove by this restaurant on a trip, whipped my head around and asked "What in the world is that?" I knew I needed to see change, even if it's just for myself. As a project in my Identity Systems 2 class, I dove into food industry research and Beef-A-Roo history, building detailed brand guidelines. This project was a challenge I wanted to face; As a long-time vegetarian, I'm not Beef-A-Roo's target audience. However, I wanted to be able to create something successful that doesn't necessarily appease my tastes—because isn't that what being a graphic designer is all about?
