Margaritaville Corporate Identity Redesign

OBJECTIVE
The goal of this project was to create a new and improved logo and corporate identity for a restaurant of our own choosing. The new brand should be an improvement to the old version, simplifying it and making it more marketable. The project also involved designing a food truck along with a menu board for it.

PROCESS
For my redesign I chose Jimmy Buffett’s Margaritaville, a beloved chain of family friendly hotels and restaurants. I wanted the new logo to convey the vibes and cheerful nature of the old one, so keeping the parrot and adding a bit of zest with a lemon slice in the logo felt right. I narrowed down the colour palette to three primary colours and based on it I started to build the rest of the identity. Along with the chosen primary colours, the identity uses a pale sandy colour for stationaries and backgrounds. Mixed in are flowy blue assets in the shape of palm leaves to elevate the beachy vibes as well as cute, family friendly illustrations that can be used in items such as menu boards.

TOOLS USED
Adobe Illustrator, Adobe Indesign
Adobe Photoshop for mockups