The best bit’s in the Rump
Ribs and Rumps is a meat-centric restaurant franchise with 13 locations across eastern Australia. We were asked to develop a website as well as an updated identity to apply to instore and digital applications. This project was created whilst working at Eightball.
Ribs n Rumps
Art Direction, Brand Identity, Print, Digital.
The brand refresh for Ribs n Rumps revolves around an updated type hierarchy and elements reflecting the meat orientated nature and price point of the franchise. Think classy butcher enters a restaurant – a “Meat Authority”. Industrial, old-timey fonts combined with low fidelity body typefaces form the core of the typography, whilst underlines from the logo and stencil circle enclosures from the in-store numbering system give brand continuity. A halftone effect was developed and applied for authenticity. The brand mascot, the “Impi”, was maintained for brand equity.
The print roll-out comprised of the in-store & takeaway menus, both utilising the new type and keyline elements as well as irregularly placed, half-tone stencilled artwork. The takeaway menu is a printed A3, folded in four to form an A5 booklet.
The new website is a modular design, stacking content according to screen size. Extensive wireframes were developed for the UX based on analytics data and industry research. The design uses bold type and flat colours offset by subtle patches of halftone patterns and stylish imagery.
Like what you see? Want to know if we can rustle up something similar for your business? Let’s have a chat and see what we can come up with.