Overview
Junior's is known for New York’s best cheesecake and has been a favorite spot for locals for years
Problem
The branding, including the outdated logo, needs a refresh to make it more distinctive and memorable
Solution
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 Illustrator
After Effects
Figma
Photoshop
DURATION
12 Weeks
01
BRAND PROFILE
TARGET AUDIENCE
PRIMARY AUDIENCE
Native Millennials and their families: Goal is to expand our audience to include middle-aged families, moving beyond the current 50-60 age range
SECONDARY AUDIENCE
New York Tourist’s:
Tourists of all ages seek an authentic American diner experience, especially enjoying New York-style cheesecake from an iconic landmark.
BRAND ARCHETYPE
The Innocent
85%
Caregiver
15%
core values
Family, Tradition, Quality, Trust, and Inclusion
tone of voice
Caring, Nostalgic, Trustworthy, Charming, and Personable
positioning statement
For millennials craving Junior’s, we offer an unforgettable cheesecake experience rooted in tradition and great service
02
VISUAL IDENTITY SYSTEM
Master logo
The master logo is fun, playful, and eye-catching, appealing to families drawn to nostalgia and our iconic cheesecake
Structural Analysis
The structural design is playful yet balanced, with evenly spaced elements
Secondary Logo
The secondary logo is designed to be stacked, making it ideal for use on shopping bags or other versatile applications
Mark Logo
The mark logo integrates the iconic chef hat with the "O" for a playful touch
COLOR PALETTE
#212429
BLACK
#FFFFFF
WHITE
#F05523
Red orange
#F4C015
YELLOW
#8CC63F
LIME GREEN
#EC5B75
PINK
Brand typeface
ABCDEFGHIJk
LMNOPQRSTU
VWXYZ
original typeface: Filicudi
Customized Filicudi
03
APPLICATIONS
04
TAKEAWAY
Junior's, famous for its iconic New York cheesecake, unveils a fresh new look that seamlessly blends nostalgic charm with modern appeal. The updated branding not only reconnects with local families but also captures the attention of tourists, ensuring its timeless dessert legacy continues to delight generations to come.
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