It has been over 11 years since Ribs & Burgers was launched. The brand was due for a refresh, however, the owners didn’t want to re-design the logo so I led our design team in creating updated illustrations and type treatment that is fun and a little bit cheeky while highlighting the food that is highly comforting and tasty while being generous in portion. led the art direction and overall vision of the project as well as personally illustrating the mascot.
The owners wanted to call back to Ribs and Burgers origin and intention which is to create a warm and inviting ‘butcher to table’ type environment to serve food that is tasty and generous in portion. This serves as an inspiration to re design the brand’s persona - the friendly butcher
This serves as the main inspiration for the new menu design
The inside of the menu uses warm colours to draw customers to best selling and recommended items such as the ribs
I also created a series of in store artworks that illustrates the high quality ingredients to make our food. Fresh milk into sundaes, potatoes to fries etc.
This visual language is then carried through to social ads