Beamae's Rebrand
I created a lively restaurant brand system to complement their delicious Louisiana-style seafood gumbo. The​ Key touchpoints for Beamae's branding project includes logo redesign, web design, clean photography, iconography, fun typography, graphics, menus, packaging, social media posts, and pattern designs featured across all marketing materials, including aprons, staff uniforms, tent and the food truck.
Beamae's Rebrand in the News!
Food Photography
It has been proven that the way food is presented greatly affects people's perception of its taste and healthiness. High-quality photography is one of the most powerful tools any business can have to attract new customers and remind existing ones.
To develop an effective strategy for a new photoshoot showcasing food photography, I focus on portraying a delightful seafood gumbo family recipe showcasing the contrast of beautiful oranges from crab and shrimp. The colorful side dishes and the various textures play off of each other perfectly. The proper lighting, styling, and composition can captivate and entice, making it irresistible. The photoshoot aims to capture the richness and vibrancy of the ingredients while highlighting the enticing appeal of the gumbo.
Through the seamless integration of these elements, the new photoshoot seek to convey the mouthwatering allure of the seafood gumbo, capturing the attention of the target audience and effectively.
Social Media
Beamae's, like most restaurants and small businesses, lacked the time, resources, and social media knowledge to manage their online presence effectively. Although they had a Facebook page, their posts were inconsistent, often going months without an update. The social media updates lacked voice, style, and engagement.
Goals:
Optimize Facebook & Instagram for both performance and aesthetics.
Develop consistent content that showcases their authentic food, engages the audience, drives sales, and builds a brand.
Utilize Treads to locate posts by keywords and location to start conversations with potential new customers.
Pattern Design and Color Palette
Beamae's logos are the foundation of the brand identity. Patterns are a fantastic way to play with colors and give our design a look and feel to make a more substantial impact and establish a connection to a specific feeling without needing to put it into words. The pattern composed by the sketches of the gumbo ingredients helps maintain consistency and serves as the signature for flavor.
Beamae's Seafood Gumbo features a vibrant color scheme, with red drawing attention and whetting appetites before customers look at the menu. The use of blue invokes the freshness of the seafood and the ocean. On the other hand, Beamae's sweet treats exhibit a softer color palette, pink for sweets, incorporating pastels to create a harmonious, calming effect. Pink is often associated with sweetness and delicacy, while mint is linked to creativity. This classic and timeless combination is both pleasing and inviting.
Pattern Design and Color Palette
Packaging Design
The to-go packaging was designed with the intention of creating a memorable experience. When customers buy our gumbo, the enticing aroma will linger, leaving a trace that identifies our brand and sparks curiosity. This approach not only serves as a means of advertising our product but also encourages people to try our food.
For the in-store shelf packaging, I organized a photo shoot to capture the flavor and showcase the ingredients. The use of red as a prominent color helps to draw attention and increase appetite appeal.
