JUNIOR'S DYNAMIC BRANDING
JUNIOR'S DYNAMIC BRANDING
JUNIOR'S DYNAMIC BRANDING
JUNIOR'S DYNAMIC BRANDING
Overview
Overview
Junior's is known for New York’s best cheesecake and has been a favorite spot for locals for years.
Junior's is known for New York’s best cheesecake and has been a favorite spot for locals for years.
problem
problem
The branding, including the outdated logo, needs a refresh to make it more distinctive and memorable.
The branding, including the outdated logo, needs a refresh to make it more distinctive and memorable.
solution
solution
Develop a modern, eye-catching logo and cohesive branding system that enhances recognition and appeals to the target audience.
Develop a modern, eye-catching logo and cohesive branding system that enhances recognition and appeals to the target audience.
ROLES
Brand Designer
Logo Designer
my team
Lois Choi
TOOLS
Adobe Creative Cloud
Figma
DURATION
12 Weeks
ROLES
Brand Designer
Logo Designer
my team
Lois Choi
TOOLS
Adobe Creative Cloud
Figma
DURATION
12 Weeks
Table of contents
Table of contents
BRAND PROFILE
BRAND PROFILE
BRAND PROFILE
BRAND PROFILE
BRAND PROFILE
BRAND PROFILE
target audience
target audience
Primary audience are the Native Millennials and their families. Secondary is the New York Tourists.
Primary audience are the Native Millennials and their families. Secondary is the New York Tourists.
THE innocent
THE caregiver
core values
core values
Family, Tradition, Quality, Trust, and Inclusion
Family, Tradition, Quality, Trust, and Inclusion
tone of voice
tone of voice
Caring, Nostalgic, Trustworthy, Charming, and Personable
Caring, Nostalgic, Trustworthy, Charming, and Personable
positioning statement
positioning statement
For millennials craving Junior’s, we offer an unforgettable cheesecake experience rooted in tradition and great service.
For millennials craving Junior’s, we offer an unforgettable cheesecake experience rooted in tradition and great service.
BRAND PROFILE
BRAND PROFILE
BRAND PROFILE
BRAND PROFILE
BRAND PROFILE
BRAND PROFILE
VISUAL IDENTITY
VISUAL IDENTITY
VISUAL IDENTITY
VISUAL IDENTITY
VISUAL IDENTITY
VISUAL IDENTITY
Master Logo
Master Logo
The master logo is fun, playful, and eye-catching, appealing to families drawn to nostalgia and our iconic cheesecake.
The master logo is fun, playful, and eye-catching, appealing to families drawn to nostalgia and our iconic cheesecake.
Secondary logo
Secondary logo
The secondary logo is designed to be stacked, making it ideal for use on shopping bags or other versatile applications.
The secondary logo is designed to be stacked, making it ideal for use on shopping bags or other versatile applications.
mark logo
mark logo
The mark logo integrates the iconic chef hat with the "O" for a playful touch.
The mark logo integrates the iconic chef hat with the "O" for a playful touch.
dynamic system
dynamic system
Junior’s dynamic logo system adapts across its breakfast, lunch, and dinner menus, keeping its iconic charm while distinguishing each dining experience.
Junior’s dynamic logo system adapts across its breakfast, lunch, and dinner menus, keeping its iconic charm while distinguishing each dining experience.
Hex: 057E58
RBG: 5 126 88
Black
Black
Black
Hex: 02B980
RBG: 2 185 128
White
Hex: E2E71A
RBG: 226 231 26
Red Orange
Hex: FFC103
RBG: 255 193 3
YELLOW
YELLOW
YELLOW
Hex: FE6226
RBG: 254 98 38
Lime
Lime
Lime
Hex: BBD6EB
RBG: 244 67 119
PINK
PINK
PINK
Original typeface
FILICUDI
CUSTOMIZED TYPEFACE
JUNIOR'S
VISUAL IDENTITY
VISUAL IDENTITY
VISUAL IDENTITY
VISUAL IDENTITY
VISUAL IDENTITY
VISUAL IDENTITY
APPLICATIONS
APPLICATIONS
APPLICATIONS
APPLICATIONS
APPLICATIONS
APPLICATIONS
APPLICATIONS
APPLICATIONS
APPLICATIONS
APPLICATIONS
APPLICATIONS
APPLICATIONS
TAKEAWAY
TAKEAWAY
TAKEAWAY
TAKEAWAY
TAKEAWAY
TAKEAWAY
TAKEAWAY
TAKEAWAY
Junior’s, known for its iconic New York cheesecake, gets a fresh look that keeps its nostalgic charm while drawing in both locals and tourists for generations to come.
Junior’s, known for its iconic New York cheesecake, gets a fresh look that keeps its nostalgic charm while drawing in both locals and tourists for generations to come.
TAKEAWAY
TAKEAWAY
TAKEAWAY
TAKEAWAY
TAKEAWAY
TAKEAWAY