Made a full brand identity for a fictional fast food concept called BiteBuddy — sharing the process here since I always find these breakdowns useful myself.
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The brief (self-imposed): design a fast food brand that feels friendly and a little goofy, not another slick minimalist burger logo. Wanted something that looks good on a kraft paper bag AND a delivery rider's bag on the back of a scooter.
What I landed on:
- A mascot — a little fry character in a chef hat, big eyes, always mid-wave. Doing a lot of the emotional heavy lifting so the wordmark could stay simple.
- Bold, chunky rounded wordmark (BITE BUDY) with a red outline — reads fast, works small, still pops when it's huge on a delivery bag.
- Palette: red / mustard yellow / kraft brown. Went with red as the dominant color instead of yellow so it wouldn't blend into every other fast food brand doing yellow-forward branding.
- Built out a full packaging system — takeout bags, fry sleeve, drink cup, burger box — all sharing the same subtle line-art pattern of burgers/fries/drinks so nothing feels like a one-off sticker slapped on.
- Applied it to a delivery bag mockup too, since for a lot of these brands the delivery rider IS the storefront most customers actually see.
Some mockups attached. Curious what people think of the mascot — trying to figure out if it reads as "friendly" or verges into "too cutesy for fast food."
Open to crit, especially on the wordmark legibility at small sizes.