BPNLab
Design|Fashion|Art
世界上最有说服力的图片之一 就是著名的美国肖像这也是洋基Doodle Dandy餐厅的主要标志在纽约市,这个连锁餐厅因其爱国观和美味的鸡肉而得到承认。然而,最近政治分歧的升级阻碍了同一品牌。美国对过去持积极看法。Yankie Doodle Dandy认为,随着他的品牌增长,他将能够有所作为。它有独特的美国口味。于是我转向康蒂诺公司 一家品牌设计公司与它们合作,为鸡餐厅创造了新的形象。
孔蒂诺是一个长期的合作伙伴。餐厅业主Josh Gatewood 2016年首次与公司合作 设计了他的流动食品卡车这些初步设计产生了即时影响。帮助洋基Doodle Dandy的正常生意 已经翻了四番多了新增了三辆卡车,为整个纽约市提供服务。最终，Gatewood开始努力通过参观实际商店来扩大他的品牌。
Yankie Doodle Dandy最初具有里程碑意义的方面挑战当前的文化和政治局势。它建立在精神、古老和美国风格的基础上。只要我们的国家在关键问题上意见不一“美国国旗已成为分裂的象征, 因此我们考虑修改品牌名称和美学,"然而,品牌已经积累了这么多资产 这些年来,完全抛弃它并不理想。取而代之的是，我们选择简化国旗,同时保留美国土著品牌的一些最著名的特征。我不知道我该怎么办。
因此,对徽标、艺术品和图标(包括鸡肉吉祥物乔治·克拉金顿将军)进行了修改。以及新颖的包装和补充设计,如薄纸、外卖箱、杯子等。 这些包装和补充设计以减脂、更浓色和清晰的批量印刷为特色,有助于识别。孔蒂诺还协助检查空间本身,包括标志、壁画和整个客户经验。“当我们通过巨大的照明信号、未碎玻璃窗以及整个餐厅天花板上增加闪亮的光斗篷来构思空间时,独立的必要性是一个重大的影响 我不知道我该怎么办"我们想把BBQ的后院, 食品卡车社区的感觉,带到这个地方。"确保每个人都感到轻松。同时,还向客户提供各种升级经验。由于大流行，我们还考虑到社会距离和缺乏触摸经验。让客户自由进出 我不知道我该怎么办
新品牌似乎避免了政治辩论的任何潜在风险。与此同时,一些令人着迷的,非凡的,特别的美国的东西 还在制作中。"这一倡议展示了康蒂诺在一般市场上的适应性"自上而下的设计仍然一致 - 内部设计,标志,包装设计,动画,和品牌,"连续性补充物"。"在我的整个职业生涯中,我对叛逆的美国精神非常着迷我试图保持 排队之外 并竞争 我自己的一套规则。我很高兴有机会 与洋基Doodle Dandy和其他客户合作他们重视我们的意见,让我们表达我们疯狂的一面。
Yankee Doodle Dandy’s Branding by Contino
Americana Gets a Modern Refresh with Contino’s Branding for NYC Restaurant Yankee Doodle Dandy’s
The iconography of America is some of the world’s strongest and central to the popularity of Yankee Doodle Dandy’s C a food truck known across NYC for its patriotic visuals and delicious chicken tenders. But that same All-American branding is also complicated by the recent increase in political divisiveness, damaging America’s once inspiring message. Hoping to evolve its brand while not losing sight of its uniquely American, fun-loving voice, Yankee Doodle Dandy’s turned to branding and design studio Contino C collaborating to conceptualize the chicken brand’s first restaurant.
A longtime partner for Contino, restaurant owner Josh Gatewood originally worked with the studio for the design of his food truck in 2016. The impact of those first designs was immediate, helping Yankee Doodle Dandy’s triple its normal business and add three trucks to service all of New York City. Eventually, Gatewood started looking for ways to expand his brand by making the leap to brick and mortar. But with that expansion came the need for a new brand.
“The initial idea was just to apply the food truck designs to the new location, but that swiftly turned into a wider brand refresh,” explains Contino Founder and CCO Jon Contino. “The original truck wrap design was very gritty and illustrative, and it didn’t feel right, especially not if we wanted Yankee Doodle Dandy’s to compete with similar businesses. In order to grow the brand and give it legs for the future, we needed to simplify and allow the product to take center stage.”
Yankee Doodle Dandy’s signature creative voice also presented a challenge against the current cultural and political landscape. Defined by a kitschy, throwback, Americana style C a tone originally meant to evoke a sense of community and fun C the brand designs suddenly became recontextualized in an unexpected way. “While the country continued to divide itself over serious issues, something as simple as the American flag became a divisive icon―so much so that we considered changing the name and the aesthetic of the brand entirely,” admits Contino. “But the brand had built so much equity over the years, that it was impossible. Instead, we decided to fully embrace its quirkiness and the universally celebrated aspects of the American brand meant to unify, not divide.“
The result was a logo, illustration and icon refresh (including chicken mascot General George Cluckington), as well as new packaging and collateral designs C tissue paper, take out boxes, cups and more C featuring simplified linework, bolder colour, and clean block print for increased legibility. Contino also helped design a look for the space itself C signage, murals and overall customer experience. “The need to stand out was a big factor in how we conceptualized the space with huge lighted signage, uninterrupted glass windows and added a canopy of twinkling lights on the restaurant’s entire ceiling,” says Contino. “We wanted to bring that backyard BBQ, food truck community vibe to the space, making sure everyone felt welcome, while still giving customers a bit of an elevated experience. And because of the pandemic, we also allowed for social distancing and a frictionless experience that let customers move in and out pretty freely.”
The new branding clearly removes itself from any potential political conversation while still creating something fun, memorable and still decidedly American. “This project shows how flexible Contino can be in a mainstream market, designing everything from top to bottom C interiors, signage, package design, animation and branding,” adds Contino. “For my whole career, I’ve connected to the rebellious American spirit. I’ve tried to stay outside the lines and play by my own rules. I’m thankful that we’re consistently working with clients like Yankee Doodle Dandy’s who appreciate our voice and let us explore our wild tendencies.”
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