Summer 2025
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.
Research
Concept
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.Understand
Building out INVDE Identity, I started with three core values the restaurant stands for. I wanted INVDE to be more than just a restaurant, so I researched invasive species and connected alien invasion to invasive species of North America.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
Building an ideal audience was important to understand who INVDE caters to. I conducted research focused on the Gen Z audience and how they approach dining out. I learned that many of them value experiences and new foods. In addition, Gen Z values a restaurant that is vocal about its ethical beliefs.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.
Word Mark
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
Using a Monospaced typeface gave the final wordmark an analog feeling, along with creating an uncanny vibe through the use of notches in the letterforms.Word Mark Animation
Menu
Proof of Concept
To show off that “exploration” core value, I experimented with different physical menu layouts to create a unique menu with a peekaboo function. Bringing that “V” shape back into the menu layout, much like a UFO abduction beam.Layout
Using 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 Design
In Use
Developed 3 touchpoints to show how INVDE’s branding would carry outon other media.