The goal of this project was to create a new branding company system using the company profile provided by the client within two weeks. ​​​​​​​
Deliverables for this project include an identity system (primary, secondary, icon, and monogram), a two to four-color logo system, and a brand sheet.
The distinctive look of the era was inspired by the Memphis Design Movement which influenced mainstream culture and inspired mass appeal for colorful, asymmetrical, and geometric shapes and patterns.
During the logo design process, I wanted to embrace the maximalist aesthetic of the 80s and 90s. The logo designs highlight the quirkiness of the era. 
The 90s was the golden age of pop culture, which had a profound effect on graphic design trends. Textual elements included the use of clean lines, sans-serif fonts, gradients, and drop shadows. The final logo design highlights the maximalist style of the era with the use of various geometric shapes while implementing a muted pastel color palette.
The color palette was inspired by vibrant and saturated colors that were popular in the 90s. The 90s was a time of opulence. Energetic and electric colors were popular throughout the decade. The color palette was used to create fun and vibrant patterns that will be used for packaging. 
Below are examples of how the finalized branding style guide can be implemented for food packaging, merchandise, and menus.

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