H&B's Guac Shac
Having grown significantly from their humble beginnings making bowls of their chip-breaking goodness at friend's BBQs to farmer's markets throughout San Diego and into restaurants and grocery stores, the Guac Shac team wanted to push the company's design toward a more contemporary and professional feel while maintaining the playful aesthetic their customers know and love.
To speak to their existing customer base as well as attract the new, I continued along the playful lines of the original logo but implemented a new identity system including a custom logotype, updated icon, pattern, and illustrations to lay the grounds for their packaging and other collateral. A more professional identity with a healthy dollop of humor served as the perfect ingredients for these avocado fanatics.
Previously, the Guac Shac’s brand identity consisted only of its logotype and icon. To expand the identity further, I provided additional variations of the logo as well as a special request made by the Guac Shac founders: create ingredient-inspired characters that could be implemented in various ways. The founders are San Diego natives and perfectly emulate the SoCal attitude and lifestyle, so I took the characters, some hearty puns, and play on words as an opportunity to reflect a bit of their personalities and hometown vibe.
Scope
— Branding
— Logo Refinement
— Illustration
— Pattern
— Packaging
— Logo Refinement
— Illustration
— Pattern
— Packaging
