Jett Loe

 Below you will find in a ‘scrolling list’ thoughts on branding for a new restaurant I’ve created called CHOICE.

In our age of increasing and bewildering complexity one key to success and happiness is the removal of choice. This one simple thought has guided the design process for the restaurant, its menu, attitude and approach to business and its customers.

In the promotional flyer below you can see the CHOICE ethos in action. Part of the idea here is that we are all using our phones for all things so having a QR code as the single point of contact removes complexity and helps eliminate friction between the customer and the business. It would be interesting to do an A/B test to see if the CHOICE QR code generates more sales versus a flyer without one.

The copy is designed to be personable - it could have read “Steak and Fries Delivered 24/7” - instead it says “Steak and Fries Delivered to Your Door 24/7”, emphasizing the personal relationship with the customer.

The flyer is dominated by a QR code that in the real world would take you to the CHOICE restaurant website with restaurant delivery hours, menu, contact details etc., (this is a real QR code generated for this project - as a placeholder it goes to the homepage of this website. To activate it point your phone’s camera at the code, it should then automatically give you the option to go to the website.

The QR code also works in a thematic way - the CHOICE restaurant only has two menu items, a QR code only has two colors, black and white, and is digital culture personified - it is comprised of “bits”, black squares that are only “on or off”, only two choices.

The flyer is designed to emphasize the Brand Prism seen after the promotional flyer; the simplicity of the flyer and deliberate lack of lots of copy conveys the brand’s culture and personality.

The business card seen below continues the theme of simplicity and calmness brought about by a lack of clutter and options in the CHOICE brand. Rather than filling up the card with copious amounts of text there is simply a person’s name on one side and a QR code on the other side which takes you to the CHOICE website.

The menu below is the CHOICE brand personified. It gives you extremely limited options. You can pick either the steak or the fries or both by writing in the number of each item you want and handing the menu back to the server. The use of the large ‘black stroked’ white ‘choice squares’ is designed to emulate the black and white thick-stroked QR codes seen in other brand materials.