Max's Eatery
Branding, illustration and print design balanced between traditional lunch-counter style diners and the unique tastes of the Lancaster restaurant scene.
Background
Lancaster City likely has a restaurant that can satisfy any appetite, diet or craving.
When Max’s Eatery opened its doors in that scene, they wanted to instill a feeling of exceptional food and attentive service in its customers from the get-go. Rather than follow the trend of hosting a high-end atmosphere, they wanted a dining experience that blended styles of an old-school diner with a relaxed, easy-going restaurant. Max’s needed this experience to be supported by a brand identity that was easy to digest and applied effortlessly to necessary restaurant materials, such as menus and signage.
Solution
Drawing inspiration from the era of “lunch car” diners, we designed a timeless logotype with customized details to maintain a contemporary impression and relevancy to the Max’s Eatery brand. This was paired with a typographic system and diverse color palette relatable to the brand, cohesive icons to complement the logo and full set of menus for a unified experience from appetizers and side dishes, to cocktails and boozy milkshakes.
Services
Strategy
- Consulting
- Naming
- Positioning
- Messaging
- Research
- Art Direction
Design
- Logo Design
- Identity System
- Layout
- Website
- Illustration
- Lettering
Experience
- Digital
- Communication
- Packaging
- Environmental
- Campaign
Bench Mark moved through a number of logo iterations over the course of a few years before asking Goodthree to redesign our entire brand identity. From first concept to final design delivery, the process was purposeful, thoughtful, and engaging. Goodthree made it possible for our team to display a core logo that encompasses all that we do, and all that we are. Without Goodthree, we would never have arrived at such a strong, enduring image of who we are as an organization. Thanks to Goodthree, we now enjoy brand recognition across a variety of media. They've helped us to display and define the essence of Bench Mark in a way that brings us together, and makes us all proud.
Will Kiefer, Founder Bench Mark Program
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