Secret Location

Project Details ↘

CHALLENGE

Cute, Colorful, Cheeky

Secret Location was introduced to me as a ghost kitchen and meal delivery operation. Secret Location was the umbrella branding for their menu offerings, which would be split into Secret Burgers, Secret Chicken, Secret Vegan, Secret Smoothies, and Secret Desserts. These sub-brands of Secret Location would have to be visually distinct from each other while being part of the same Brand system.

APPROACH

Branding by Hand

As always, I began to collect visual references and inspiration as a springboard for direction. Afterwards, the first thing I did was use my digital tablet and began sketching any ideas that came to mind. I landed on the motif of a shushing finger, a playful and cheeky nod to the behind-the-scenes operations of a ghost kitchen.

BRIEF ITEM EYEBROW

Project Header

From the sketches, I extrapolated the hand-written type and created a custom typeface for the brand. During our discovery meeting and visual research phase, I had pitched the idea of using stickers as a key component to the brand identity. The stickers could be used to distinguish the sub-brands, denote substitutions, and elevate simple affordable packaging in a pinch.

BRIEF ITEM EYEBROW

Project Header

After creating an immense library of stickers and graphics, the simple changes in color story could be used to differentiate between the Secret Location sub-brands.

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A collection of personal design projects, visual obsessions, random creative projects, and typically anything done during my own free time.

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Let’s Play

CONNECT

Let’s get in touch! Let’s make some great design together.