The objective of this project was to develop a branding system for The Halal Guys, a franchise of halal fast casual restaurants. Originating as halal carts situated on the southeast and southwest corners of 53rd Street and Sixth Avenue in Manhattan, New York City, The Halal Guys have since grown into a well-known establishment.
The main challenge facing The Halal Guys is the perception of exclusivity, which means being perceived as catering exclusively to a specific group, potentially limiting accessibility. The Halal Guys may want to overcome this perception by becoming a more inclusive brand that welcomes a diverse range of customers
The Halal Guys wants to spread American halal food to every home around the world. Rebranding allows elevating their look to match their lively vibe, creating a more welcoming environment. The main goal is to have a design that represents their brand and the message, "Serving fiery goodness one platter at a time."
Our primary logo is our vertical version and it is one of our most important visual assets, representing our brand in an ownable and recognizable way. The symbol symbolizes savory satisfaction from the gyro meat on our grill.
Color is a powerful way to express mood and feeling of the brand. Our color palette was chosen to help communicate savory flavor and passionate feeling of our brand identity.
Darkmode was selected as the primary typeface for all headlines in The Halal Guys visual identity system and should be used in all communication materials. Our secondary typeface. Lexend, should be used in body copy and other secondary texts.
Patterns in branding are powerful visual elements that contribute to brand recognition, differentiation, and the communication of brand values. They play a key role in creating a cohesive and memorable brand identity across various touch points.
In this branding endeavor, we successfully crafted and implemented a sophisticated brand identity system, ensuring a consistent and impactful representation of the brand's personality across diverse channels. Our work aimed to elevate the brand's presence and resonate with audiences in a compelling manner.
