Hurricane Ray's was founded by restauranteurs that have over 75+ years in the food service industry. They have a deep passion for creating great tasting food, taking care of their people, and serving the community at large. As a local small business without the structural hierarchy of your typical "corporate" restaurant or franchise chain- their goal is to provide our community with the best food service possible and do what's best for you, locally! Join the movement, become a Hurricaniac, and together let's show the world how Hot Chicken is supposed to taste!
The goal of this project was to create a bright, bold, and playful brand identity and website for Hurricane Ray's Hot Chicken. We created the identity systems and assisted the restaurant in marketing campaigns just in time for their grand opening launch.
The goal of this project was to create a bright, bold, and playful brand identity and website for Hurricane Ray's Hot Chicken. We created the identity systems and assisted the restaurant in marketing campaigns just in time for their grand opening launch.
Brand vision boards (stylescapes): A carefully collected combination of images, textures,typography, and colors to communicate a certain look and feel of a brand. Think of them as moodboards taken to the next level. They’re a vital piece to our creative process and how we keep our clients in the loop of where each branding project is headed. We have our clients choose which direction they would like to go in. This ensures a clear, consistent, and consistent brand identity down the road. Once we decide on that direction, we then begin drafting and conceptualizing logos that fit the brands visual aesthetic.
We explored a variety of different directions, experimenting with different ways to communicate the fun and playful manner of the Hurricane Hot Chicken brand concept.
We explored many different directions contrasting the concept of hurricane with tornados, winds, and storms to the hot chicken. We landed on an H monogram created utilizing a lightning bolt and a flame to create the logo shape while symbolizing the 'heat' and 'hurricane. In order to create a clean-looking logo, I used grid lines to make sure everything was balanced, proportionate, and geometric. From the symbol to the logotype, this made sure to create a balanced and cohesive visual identity.
Something that is attractive and interesting to look at while still simple and clean enough to be able to apply it to a wide range of different applications such as menus, signage, cards, packaging, apparel etc.
For Hurricane Ray's brand font, we knew we wanted something with character. Something bold and playful that could help the brand stand out. We chose Evanston Alehouse as the primary font, and paired it with a clean legible sans serif in URW DIN.
We explored different variations of red, yellow, and neutral color accent palettes. In order to create something more modern and stylish, we landed on a bright and modern color palette that made the brand stand out!
After building out a strong, geometric, and clean visual identity, we wanted to strengthen the brand cohesion by creating a pattern out of the logo to be used across a variety of applications.
After creating the brand's visual identity, we built the new Hurricane Ray's website.
In order to showcase how the brand identity we created would live in the real world, we created a series of digital mockups on a variety of products. These mockups range from signage, menus, packaging, bags, employee uniforms, business cards etc.
This is an introductory few sentences to introduce the results of the project. This is an introductory few sentences to introduce the results of the project.
We created and activated campaigns that included creating organic social posts, running social ads, activating an influencer collaboration and daily campaign management. Over an 11 day period our Valentine's campaign garnered over 240 entries. Through these efforts, we were able to inform and reach out to a younger demographic, gain engagement and following on Sizzler’s social platforms, and increase foot traffic to Sizzler locations.
