Spartans is a fast, fresh, and healthy Greek cuisine food chain. They are focused on providing healthy food options for people, specifically marketing to young adults on both a time and money budget. The character of Spartans is light, vibrant, and playful in order to appeal to the younger generation. The brand identity features elements of ancient Greek culture and design such as geometrical patterns in order to emphasize the spartan (ancient Greek warrior) logo, such as the reference to the Lambda character in the design of the letter A.
The menu design for Spartans has to be highly legible in order to emphasize one of the brand's qualities, which is speed. The lightness of the blue and white color palette seperate the menu design from typical fast food restaurants associated with red or yellow, and also with being unhealthy. Another key aspect of the Spartans brand is their devotion to serving healthy food, so it was essential for the menu design to reflect this.
Social media posts and digital apps would be the best way for Spartans to reach its target demographic of young adults. The fun nature of the brand is captured in the social media post with a reference to Greek culture via the Trojan horse, with the playful subtext reading, "For your food, of course.". The app is advertised on the Spartans website and would include the feature to order from the app for maximum speed and efficiency.
This is a mockup of the "about us" page of the Spartans website. The brand's goals and mission are described here, as well as social media snapshots from customers with their reviews. The website, like the menu, also represents the lightness of the brand and uses minimal color and secondary design elements in order to appear clean and organized.
Below is my sketchbook process for developing the Spartans brand. The logo underwent many revisions via thumbnails and type exploration in order to find the perfect font and secondary design elements to capture the fun and fresh aesthetic of the brand.
