Modernised woodfire cooking and tiki cocktails in the jungle

The Jungle Boy

Woodfire Cooking | Casual Restaurant | Client Project

OVERVIEW

With a passion for cooking food directly over an open flame, The Jungle Boy offers savory gluten-free and keto-friendly food, as well as fun cocktails filled generously with spirits.

Branding · Logo Redesign

THE GOAL

The logo and all other design aspects were done by the restaurant owner himself. After feedback from his friends and acquaintances, he decided that it was time to hire a designer. The existing logo was not identifiable as it was highly vectorised. There were multiple alignment issues as well, from the menu designs to the wordmark. My goal was to understand the brand and formalise a design system to communicate with the target customers effectively.

I used The Jungle Boy as an illustrative example in my blog post How To: Brand Identity Checklist for Restaurants. Check it out!

_{Visual design direction - options 1, 2, and 3}

I had met with the restaurant owner at the restaurant. It allowed me to better understand the brand, from the interior design to the food served. By asking the client a series of strategic questions, I concluded that the design direction can be concised into 'Welcoming wilderness tribe'. I then searched for design inspirations and categorised them into 3 directions before presenting them to the client.

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After a discussion, we managed to finalise and condense the visual direction. The discussion and visual direction formed the basis for the next step - logo and icon design. I prepared 3 drastically different styles that are still within the scope of design direction and seeked the client's feedback.

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I sent the client 3 different logos with relevant mock-ups so that he can visualise them in real-use cases. To view the logo drafts, you can click here.

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The client loved the logo #2 but wanted some reiterations to remove any feelings of violence. I revised the style to include a more neutral stance, a fire torch, and a more modern graphical style to fit the restaurant's food offering better. The client then commented that the revised version looked too elegant and modern that it was straying away from the 'jungle boy' element. I then modified the silhouette to look more like a boy, and adjusted the shape of the head.

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I also shared a graphical set with the client that will supplement the logo, as well as add more primal notes to any design. All graphics are hand drawn to preserve the raw essence of cave drawings.

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