CLIENT

Five Guys

INDUSTRY

Restaurant

OBJECTIVE

To develop a new brand identity, an identity manual and guidelines for Five Guys. A Restaurant most known for their fresh burgers and large quality of fries served in a brown paper bag.

STRATEGY

We chose to keep the Five Guys logotype similar to the logo already established because of the awareness that already surrounds the brand and to make the brand identity change easy for the loyal customers.

RESULTS

The new brand identity helped capture more of the retro burger place Five Guys was already struggling to represent. The new brand identity for Five Guys was designed to emphasize more of the restaurants retro style by capturing the abstract shape of a burger and a five. The colors that were chosen made the brand identity change less dramatic by keeping the famous Five Guys red.