Big Belly

Brand Identity

Festival

Kuwait

Objective

Big Belly, a thick-cut burger dark kitchen in Kuwait, wanted to create a brand identity to personify their warm, down to earth brand. They commissioned Ulysses Design Co to develop an authentic, memorable and welcoming brand identity. The project aimed to differentiate Big Belly in the competitive Kuwaiti market.
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Results

To recreate the Mexican roadside motel that the Beat poets would have stayed in, we created a custom, hand drawn logotype that felt like it could have been painted on a taqueria wall. We paired this with a family of 4 Mexican inspired hand drawn fonts and used them all together to create an authentic brand identity. To add personality we added hand drawn illustrations that tell the brand narrative. We used all these elements together in a vintage lucha libre inspired poster design to create iconic festival merch and signage.

Solution

To recreate the Mexican roadside motel that the Beat poets would have stayed in, we created a custom, hand drawn logotype that felt like it could have been painted on a taqueria wall. We paired this with a family of 4 Mexican inspired hand drawn fonts and used them all together to create an authentic brand identity. To add personality we added hand drawn illustrations that tell the brand narrative. We used all these elements together in a vintage lucha libre inspired poster design to create iconic festival merch and signage.