BEAR CHEF

The design challenge was to create a visual identity for Bear Chef — a healthy, and environmentally conscious, fast food restaurant located in Gainesville Florida. Unlike other fast-food restaurants, Bear Chef’s goal is to prove that healthy food can taste just as good as a burger and fries. Bear Chef is dedicated to changing the way that people view healthy food. The branding overall should convey that this company as a whole embodies innovation and health while still being fun and light-hearted.

Fast food is rather common amongst busy individuals. Bear Chef is located in Gainesville, specifically close to the campus of the University of Florida. Bear Chef’s main target audience is busy, on-the-go college students that would like to eat healthy without the hefty cost. Since Bear Chef is a health-conscious restaurant, its target audience would also include individuals with certain diet restrictions. Its secondary target audience is professors from the university that are also busy and health-conscious.

Since healthy, eco-friendly restaurants are on the rise, Bear Chef had to stand out. Through bold saturated colors and a simple logo, Bear Chef differs from the typical imagery of “green restaurants”. It also has a fun but organic feel that plays into its connection with nature as an eco-conscious brand. The elements are simple, abstract patterns derived from the textures of foods and elements found in nature.

This is a student project. All material was conceptualized and created by me.