Just like impressing your crush or picking out your first day of school outfit, branding has a similar impact on potential consumers. It's your chance to captivate your audience with your unique style. A well-crafted brand identity sets the stage for how consumers perceive you, laying the groundwork for a lasting connection. Just as you carefully laid out your first day of school outfit, your branding should be a clear reflection of your values and vision, ensuring that your brand stands out in a sea of choices, making a lasting impression that resonates long after the first encounter.
Pye Technologies came to us wanting to revamp their brand as they introduced new products and sought to establish themselves as a prominent manufacturer in the restaraunt service industry. Their self serving kiosks have helped food trucks, diners, and restauraunts across the United States increase their sales, and improve customer service and efficiency.
Instead of doing a complete brand rehaul we decided to build on their current brand identity and only make a few minor changes. They already have a logo and color scheme their consumers are familiar with and there is no need to wipe the slate clean. Their website and products feature distinct bright pastel colors that make them easily recognizable in the market. Remember, colors can communicate your brand just as much as a logo. Typically 1-3 primary colors make a suitable pallete for most brands with white, gray, black or gray being used as secondary colors.
Looking at their current choice of font we decided it could use a bit of a update. The current font is bland and lacked the flair their products have. We landed on a serif font, Lust Display, for displays and secondary use and a sans serif font, Poppins, for primary use. These may seem like insignificant changes but they make a big impact when it comes to brand recognition. Many brands are recognized from their font or colors alone - ie: IKEA and McDonald's.
Now lets get to the fun part - making graphics. By themselves logos, colors, and fonts don't mean much, but when you use them together you begin to really build the personality of a brand. Here, we made mockup graphics for Pye Technologiy's social media channels and even hinted towards short form and long form content they can use to continue to build their online presence and attract a new audience. Its important to recognize who your audience is as a brand so that you know what their needs are and how your product or service can help them. In this case Pye Technology's primary audience are restaurant and food truck owners who want to reduce their overhead and increase sales by using their self serving kiosks.