07 DAS TAG
BRANDING
CONTEXT
DAS TAG is a German breakfast restaurant brand highlighted by a throw-up style of graffiti. It is a brand that focused on traditional German breakfast cuisine.
The objective of this project was to design a restaurant brand based on one’s family heritage. Germany is the graffiti capital of the world and the goal of the project was to combine a bold and inviting style with a loud, street, and defiant culture.
For this project, I designed a logo, branding assets, and a responsive landing page.
TIMEFRAME: 12 weeks
ROLE: GRAPHIC DESIGNER
INVOLVEMENT: Independent Work
OVERVIEW
THE STRATEGY
To create a thoughtful and conceptual design that honors one’s heritage, it was deemed necessary to utilize colors, fonts and visual styles relevant to the culture. I wanted to leave heavily into a street style but still finding a way to keep it friendly and inviting.
IDEATION
Based on the research and the design objective, I wanted the brand to achieve these goals:
Highlight Germany’s staple breakfast foods and culture.
Achieve an inviting, bold style through the use of graffiti.
Create a functional landing page that further highlights the brand.
MOODBOARD
LOGO SKETCHES
FINAL DESIGN
The logo uses an expressive throw-up style. It utilizes the color of the German flag and features an egg in the same style to hammer home the idea of breakfast.
LOGO
BUSINESS CARD
The business card features the logo as well as the owner’s name and store location .
MENU
The menu feature all traditional german breakfast foods as well as additional graffiti addons for visual interest
COFFEE MUGS
The coffee mugs rely on the spray paint cloud pattern as utilized in the menu to create consistency across all assets.
UNIFORM
The only uniform required as an employee in the restaurant is to wear one of these DAS TAG branded aprons.
TO GO BOX
The to go box features the add ons and spray paint cloud pattern. It is an off white color and made of recyclable materials.
STOREFRONT
The storefront feautres the logo on a clean white background. It allows the design to stick out and treats it as an invitation for all potential customers passing by .
LANDING PAGE
VISUAL SYSTEM
Color
AF242D
E2BF2C
FFFFFF
000000
Typography
REFLECTION
This project was my first full length branding project. It allowed me to fully understand the branding process from the creative brief all the way to the final product.
This project was completed over the course of 12 weeks during a 16 week semester because it required so many steps for completion and was done independently. I thoroughly enjoyed the process as it allowed me to create something from my heritage as well as researching and further understanding the German cultures and traditions. I wanted to design something that was not typical of standard Germanic design utilizing visual ideas that were much more expressive. I would love to expand further on this project in the future with a more in depth landing page.