STEAK STACK.

A fast-food American cuisine specializing in flame-grilled burgers, seasoned fries, milkshakes, and beverages.

Brand Misson

To serve delicious food with flaming flavors.

Processes and rationale

The burger shape was designed using the pen tool, then refined with the Pathfinder tool primarily for manipulation. Separate layers were used to design the burger bun seeds and flame detail, allowing precise cropping from the original shape using the design tool.

‘Steak Stack’ is positioned within the logo to reflect the formation of the company’s famous Double Tower grilled burger i.e. ‘one burger stacked on top of the other’. The flame detail reflects the brand’s mission: To serve delicious food with flaming flavors. The font ‘8 Heavy’ was selected due to the weight of the letters which mirror the thickness of the steak burger, emphasizing their juiciness and quality.  

Throughout the branding, the color red is prominently featured. Known for its vibrancy and eye-catching appeal, red is synonymous with passion, excitement, and appetite in the food industry; making it an apt choice to represent a fast-food chain.