Revel Fast Food Museum
Revel is a museum that showcases the history of fast-food restaurants in America displaying vintage artifacts and ephemera.
Strategy
Re·vel: Take delight in / to indulge without restraint
Fast food is closely tied to American history and culture. We all have memories associated with these places, so the visual identity for a fast-food museum needed to evoke nostalgia while also feeling modern and relevant.
INSPIRATION
This collection of images helped to inspire the logo and brand identity of the museum. The logo had to have a classic feel and a connection to a specific era in American history yet feel contemporary amongst the visuals of modern-day fast-food restaurants.
EXPLORATION
Looking at past and current fast-food branding I recognized a typographic logo would be the best solution. The goal was to express the bold attitude of modern fast-food, signal the refinement of a reputable institution and evoke nostalgia. Through an exploration of custom type and color different directions were explored.
REFINEMENT
After some revisions and consideration for scale and usage, the top contenders were selected and placed in use-case scenarios to determine effectiveness.
RUBY EXPLORE
Originally named “Revel Eats,” it became clear that the food truck was an opportunity to create a more defined sub-brand and feature the brand's mascot “Ruby Revel.” The food truck would ultimately bare her name similar to an establishment named for a redhead with pigtails. It was important to craft a persona that referenced a specific look from the desired era that could be easily embraced and not alienate any particular demographic.
SUPPORTING GRAPHICS
These brand assets represent various elements connected to the brand's story:
The Squircle represents a television screen which for many children was the first place we learned about fast-food restaurants. The Spark represents the instance when we recognize something familiar and it quite literally sparks a positive memory and feeling. The Oval represents the speaker on a radio which served as a gateway to jingles that quickly became engraved in our memory and our shared lexicon.
BRAND ASSETS
For this design system, the typography, colors, patterns, assets, and illustrations all work seamlessly to provide a uniquely ownable look and feel. It also has enough flexibility to maintain both visual interest and consistency across various touchpoints.