SMASH — Restaurant Branding
Overview
SMASH is a bold fast-food brand built around energy, personality, and an unapologetically playful attitude. The identity was designed to make the brand instantly recognizable, combining a distinctive mascot with expressive typography and a vibrant visual language.
Challenge
Challenge
Create a fast-food identity that feels memorable and different from the typical burger and restaurant branding landscape. The goal was to build a visual personality that could capture attention quickly while remaining approachable, fun, and easy to recognize.
Solution
We developed a character-led identity centered around the SMASH mascot and bold custom-style typography. The expressive lettering gives the brand a strong sense of personality, while the character adds a recognizable visual asset that can extend across packaging, signage, social media, merchandise, and other brand touchpoints.
Results
The final identity gives SMASH a distinctive and flexible brand presence built for high visibility. The combination of the mascot, bold wordmark, and energetic color system creates a memorable identity that communicates the brand's fast, fun, and approachable character.
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