DIRT is a soon to open, fine food served fast dining experience in South Beach. It’s a farm-to-counter eatery and wellness bar combining fresh, great-tasting food with health, convenience, and simplicity. DIRT came to helium for full brand development and we were psyched to tackle a restaurant branding project. We had the opportunity to create an impactful brand experience through our signature brand development process- crafting the brand story + strategy, naming the concept, coining the tagline, creating the identity- logo + business cards, designing the marketing materials, as well as signage + packaging and consulting on the interior design to ensure the restaurant accurately reflected the brand. You can get behind-the-scenes details on the brand development process on our work page. Now, the topic du jour is how brand elements impact the user experience in real life.
Being a fast, casual eatery, DIRT has the potential to become the third place for some people. The go-to breakfast spot before work or during lunch, the place where everyone knows your name. Like the bar Cheers from the 90’s sitcom, but the health food version with cold pressed juices and kale salads instead of Boston’s finest lager and chicken wings. The point is people will see the branded elements on a regular basis, even carrying the snacks and beverages with them.
The eatery’s branding elements have to be something the public identifies with at every point of contact. The DIRT-branded coffee they purchase and make at home is part of their daily experience. The packaging greets them first thing in the morning as they start their day.
Employees proudly wear uniforms bearing the DIRT logo, which has also been etched into custom wood burned nametags.
If DIRT is your go-to breakfast, lunch or dinner spot, you’ll be seeing those t-shirts on the regular. For this reason we knew the logo had to be simple in aesthetic, yet bold in presence.
The hand-drawn icons we created have been used not only on all of the packaging, but have also been brought to life in the form of copper wire sculptures that will hold table numbers.
Overall, branding for a restaurant has been more about creating a real life user experience, which was an amazing opportunity!
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