Jenkin’s: Branding and global identity for an American food restaurant
Naming, creation of the brand and its graphic universe, packaging and intervention in spaces
When Jenkin’s arrived at our studio, they wanted to create a new concept for the American food restaurant from scratch, so they needed a naming and a branding with personality that would boost them in a growing sector with fierce competition. Therefore, here at Pixelarte we worked hand in hand with the client from the start, going for a complete branding that would help position the restaurant and arrive at a name that otherwise would have taken longer to invent. The result was a ground-breaking concept for a restaurant with a captivating personality that was very different from their potential competition and that is working great since in a few months they already have 3 establishments in Valencia.
What did we do?
· Creative management
· Brand workshop
· Naming and claims
· Brand identity
· Coordinated graphics
· Illustrations
· Packaging
· Lettering and intervention in spaces
· Social media graphics
The chosen name – “Jenkin’s” – was the result of a complete process of work focused on conveying the client’s values and the values of their idea for the restaurant. Therefore, Jenkin’s means authenticity, American style, steakhouse. From the start we worked with the client through workshops and presentations for various proposals in order to perfectly capture the essence of their gastronomic offering.
Wordplay such as ‘Yes, we cook’ or ‘Nice to meat you’ were some of the claims we created for the brand.
Apart from the main logo, we developed a second brand especially targeted at the digital world, with a very representative avatar with the “J” from Jenkin’s which allows it to have its own personality online and in social media.
We also developed a series of logo stamps for their meats, sauces… these illustrations work as quality stamps and at the same time grant that unique voice to the communication.
The whole graphic line that was created impregnates the branding and it can be seen in each of its applications, making Jenkin’s a complete brand that works perfectly online and offline.
For the intervention in spaces we created a series of neon signs combined with other ones in raw metal that created a very unique atmosphere. Therefore, coming into Jenkin’s means being transported to one of the authentic American restaurants in the 50s. All the pieces aim to create a complete and unique atmosphere with a vibrant personality. It’s enough to just enter this restaurant to have a whole different experience!
Algunas de las fotografías han sido cedidas por @eat_jenkins
