Greer's Burger Garage

Greer's Burger Garage is a growing chain of restaurants based in southern Pennsylvania that primarily serves smash burgers in a vintage hybrid garage-diner atmosphere. With a brand already established, Greer's enlisted the help of the Apricot team to work on building out their brand and leveraging assets into a more robust style. What started as one shirt design led to many more projects ranging from menus to animated in store signage.

Greer's Burger Garage is a growing chain of restaurants based in southern Pennsylvania that primarily serves smash burgers in a vintage hybrid garage-diner atmosphere. With a brand already established, Greer's enlisted the help of the Apricot team to work on building out their brand and leveraging assets into a more robust style. What started as one shirt design led to many more projects ranging from menus to animated in store signage.

Project Overview

Project Type:

Content Retainer

Responsibilities:

Brand Art Direction, Social Media Content, Merchandise Design, Motion Design, Graphic Design

Team:

Apricot Creative Studio

The Brief

For this client the branding was already set in stone with significant investments into signage and physical assets that they did not want to discard. However, they were looking to more fully flesh out the brand identity with secondary assets and a more robust social media presence. The relationship began with a simple shirt design that, due to it's success, led to a retainer where I tackled many other projects ranging from packaging and signage to motion graphics and social content.

The Process

When digging in on the very first merchandise design for Greer's we looked to the vintage garage aesthetic of the restaurant itself and the retro Americana that is prevalent in the industrial heartland of Southern Pennsylvania. Upon further discussion with the client we landed on creating a burger mascot as the focal point of the design. Other assets and typography were later leveraged into assets across their website and in store signage as well.

With the success of the design and a strong creative relationship with the Greer's team, I was tasked with spearheading the retainer going forward. From that point forward I was the main touchpoint and design lead for all of their requests. Over the course of a year plus, I created a wide suite of designs seen here.

When digging in on the very first merchandise design for Greer's we looked to the vintage garage aesthetic of the restaurant itself and the retro Americana that is prevalent in the industrial heartland of Southern Pennsylvania. Upon further discussion with the client we landed on creating a burger mascot as the focal point of the design. Other assets and typography were later leveraged into assets across their website and in store signage as well.

With the success of the merchandise design and a strong creative relationship with the Greer's team, I was tasked with spearheading the retainer going forward. From that point forward I was the main touchpoint and design lead for all of their requests. Over the course of a year plus, I created the wide suite of designs seen here.

The Result

The evolution of the Greer's brand over the course of that year was meteoric, starting from the single provided logo file I built out a style guide, packaging, merchandise, social graphics, a billboard, animated in store signage, printed menus, branded drink materials, and more.

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