The Dirty Food Company
For this project we created:
Logo / Brand identity / illustration / Print / Website / Social media / Photoshoot
As far as design briefs go, this project was pretty much the dream for Parade. “To create a brand identity for ‘The Dirty Food Company’, a new independent, casual-but-cool dining experience and takeaway in Newport, offering the most indulgent food in town, using quality, locally sourced ingredients... Oh, and you’ve got free rein, so do what you like”.
So we did just that.
We created a bespoke series of playful illustrations all relevant to The Dirty Food Company and their offering – and also inspired by Newport and it’s history – possibly only relevant to those ‘in the know’. These illustrative works of art set the tone for the brand and are used across the identity both in digital and print formats. Most notably they cover the entire length of wall at the restaurant, showcasing them in all their glory, and animated versions bring them to life on social media.
The monotone black and white, ink-on paper aesthetic was reserved for the illustrations, but a colour palette was created to be used in a combination of ways to keep the brand fresh yet consistent.
The brand has been applied to signage, print, website, social media, uniforms and packaging. And we're in love with the results. We can also confirm that the food is pretty spectacular too, so if you're local, get your order in, you won't be disappointed!
Take a look at the website:
Consistent shop branding, with individual local quirks.
With the potential to franchise, we wanted every future restaurant to look consistent, but to also have individual quirks and offer a unique experience, specific to each location. We wanted the customer experience to feel special, rather than a 'cookie-cutter' model like your everyday fast food chain.
We created a set of location-specific illustrations to highlight the location's history. Opting for classics (with a twist!) for the flagship Newport restaurant: pooping pigeons, Romans in Air Max & the classic coat of arms, the cherub.
Going forward the idea is that each franchise would have artwork commissioned by an illustrator/muralist specific to the area of the restaurant.
Thick food, thick type
The full-on chunkiness of the ‘Dirty Food’ typeface represents the indulgent essence of the food they serve and we highlighted this in the main restaurant signage by using deep fabricated acrylic lettering in contrast to the flatter scripty type.
A fine line - dirty copy & campaigns
To sit alongside the extremely dirty food, we developed a tone of voice and a fun range of online marketing materials with a hint of innuendo, keeping things dirty, not filthy. Finding the perfect balance between dirty and vulgar was extremely important from the beginning, keeping things fun and suggestive, but also PG!