Background

I was one of three freelance designers retained by local restaurant owner Kevin Chung to develop a brand identity and menu signage for his new restaurant Cheese Meats Bread (CMB) in 2017. The project scope included developing a logo design, brand style-guide, handout menu, large format menu, and food packaging for CMB’s grand opening.

Project Challenges & Goals

Cheese Meats Bread is an international take on an American classic—the grilled cheese sandwich. Mr. Chung planned to open in the Uwajimaya Village marketplace in the International District, Seattle

Design Strategy

During the research phase, we talked largely about how to add an international flair to an American classic without having the brand be offensive or too intrusive for a large international audience.

Design Solution

Our team worked collaboratively throughout the project brainstorming, concept development, and refinement phases. When executing the final deliverables, my teammate created the typographic pattern and packaging design, while I focused on the large format menu board, small take-out menu, and brand identity style guide.

Brand style guide

6×11 in. takeout menu

6×4 ft. menu board

Design Process

While brainstorming and exploring concepts, we provided the client with numerous concepts, each of which approached the CMB brand from a unique lens. Upon listening more closely to general feedback from others and the client’s reaction to our presentation, they liked the variety of font selections we provided, but overall they gravitated towards more simpler fonts and cleaner illustrations. We decided on a typographic solution that used a simple logo mark and a typographic pattern as the primary brand elements, with a gooey yellow accent color—Yumm!

Project Impact

We successfully delivered the brand identity packet to the client on schedule and within our budget. Afterward, I maintained a positive relationship with the client and both design colleagues. CMB is open today and thriving in Seattle’s International District at the Uwajimaya Village marketplace.

Sources