Summer 2025
Create a visual identity for a fictional restaurant. Develop a wordmark that resonates with a specific audience, along with touchpoints that reflect the restaurant's personality.
A restaurant that “abducts” guests to dine at a “fallen UFO” and try the “aliens” food. However, the twist is that the food is made from invasive animals of North America.
Understand
INVDE's three core values were defined, and a visual library of the restaurant was created.
UNCANNY
INVDE wants guests to feel like something is not right. The service is like a typical diner, but not quite.
AWARENESS
With so much flora and fauna on our earth, it is hard to tell what is and is not native. INVDE aims to bring awareness about the impact of invasive species.
EXPLORATION
INVDE encourages guests to step outside of their usual taste preferences and try something new. Explore your options for sustenance!
Target Audience
Before moving on to designing the wordmark, a general idea of who would dine at this establishment was needed.
YOUNG ADULTS
73%
Like trying new foods.
60%
Look for unique experiences over material goods.
70%
Find it somewhat important that a restaurant reflects personal ethical/social beliefs.
By focusing on Gen Z and young adults, INVDE would offer a unique experience with a positive environmental impact.
Digital Variations
Investigated different sketches that represented the restaurant's core values. Invasive animal patterns, space exploration companies, and references to unidentified flying objects inspired the sketches.
Final Word Mark
Since Aliens aren’t familiar with typography or design, a wordmark that felt not quite right felt correct.
Word Mark Animation
Researched and wrote dish descriptions with a touch of Alien curiosity. Experimented with different physical menu layouts to create a unique menu with a peekaboo function.
Layout
Brought back the “V” shape found inside the wordmark to replace letters in course names. Researched different invasive species to create legit dishes, along with writing descriptions like an alien who doesn’t understand adjectives.
Color Variations
Final Menu
Final Menu Design
Developed 3 touchpoints to show how INVDE’s branding would carry out on other media.