Sizzlin' Melts

Sizzlin’ Melts is a fictitious, grilled cheese-based restaurant in the city that serves comfort food to adults and students. The company’s aesthetic is based on the city and street art. For this project, I came up with the Sizzlin’ Melts branding and designed their logo. The goal of this project was to create a logo that accurately reflected the values of the company while generating a desire for people to eat there. The logo also had to be suitable for promotional items and a menu. First, I researched other restaurant logos and sketched out different ideas. I illustrated this logo in Illustrator and then created a brand guide for the company using inDesign. Later I applied the logo to mockups and other assets such as a menu, website, and promotional packaging. This logo reflects the essence of the restaurant and creates a desirable sensation for viewers, making them want to eat there. The graffiti appearance of the typeface used for “Melts” is appealing to this audience because it ties art from the city to the food. “Melts” represents the oh-so-satisfying cheese-pull advertisers use to make consumers’ mouths water. I chose a warm colour scheme for the logo because it is comforting like the food served. Overall the logo is representative of the cheesy goodness served and has characteristics of the city’s street art. It was a bit challenging to balance the playfulness of the type with legibility. With valuable feedback and suggestions, I was able to successfully do this. This project was my first time putting together a brand guide and a very useful experience for learning what information to include and how to lay it out.