Task
Develop a corporate identity for café chain according to the company’s name and convey the atmosphere of romance “road-trip 40s”.
Idea
We took road marking of “Mother of Roads” (U.S. Route66 or Will Rogers Highway) as a base of the logo: a car wheel, atmosphere of a roadside café, biker clubs and old road signs.
Logo
Such classical forms as wings, a wheel and road marking were transformed into a a single simple form and made the logo being recognizable. Main packages’ logostyle, advertising printing products, corporate identity’s elements were included as well.
Brand Aesthetics
We created image series & 3D-models of old cafes and cars as well. All those emphasized brand aesthetics and were put in the base of the cafe chain style.
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