Hot Mess Rebrand

This was my rebrand project for Hot Mess Burgers where I redesigned the original logo and transformed it into an eye-catching, minimalistic logo.

Problem

Rebrand Hot Mess Burgers, a burger joint housed inside a shipping container in Midland, NC. One thing I observed about the original logo is that it’s almost impossible to notice while enroute to the restaurant. Here’s the original logo.

Project Proposal

Statement

The target audience for Hot Mess Burgers are local families in or around Midland. My redesign sought to improve the original logo in order to attract more clientele. I emphasized red because it represents hunger, and the increased logo size makes it more visible from long distances. I also increased usage of the logo on signage and catering vehicles would promote greater visibility as well.

Slide Presentaion

Research

After choosing Hot Mess Burgers as my rebrand, I took the opportunity to interview the staff during my visit and they expressed the owner's dream to open a restaurant that served lunch to the people who live in a rural area comfort food they can enjoy near home.

When I observed the restaurant, the original logo appeared on merchandise (t-shirts), employee uniforms, exterior/interior signage, and the shipping container itself. The logo was not featured on any to-go cups, delivery bags, or outdoor umbrellas. Their only social media presence is Facebook, and Hot Mess Burgers does not have an official website where they could gain a greater attraction online to their business. The photography of their menu items posted on their Facebook was lacking in any quality and interest. Hot Mess Burgers was missing many opportunities to reach a bigger audience with the current state of their branding.

Ideation Process

Design Process

When redesigning the current brand, I kept the name and the original focus on the burger image. I minimized the color palette down to two colors, red and white, to make the design more flexible and reduce the cost of printing. I applied my redesigned logo on mock-ups of employee's uniforms, shipping containers, and signs to get an idea of how it would present itself on deliverables. To further increase the reach of the local audience, I developed new designs for a delivery vehicle, delivery bags, to-go cups, t-shirts, outdoor signage, and social media.