The Train gets its Groove Back
The Groove Train is a restaurant franchise with over 25 locations across Queensland and Victoria. We were contracted to develop an updated brand identity to encompass its operations and consumer touchpoints, both print and digital. This project was created whilst working at Eightball.
The Groove Train
Art Direction, Brand Identity, Graphic Design, Web Design.
The updated brand required an identity that could house the existing mark whilst aligning to current trends within the highly competitive food retail sector. This was achieved through a new type hierarchy consisting of typefaces inspired by 50’s railway signage and scripts paying homage to the mark, as well as creating a range of elements to glue it together. This comprised of specific type treatments, hard crops and lockup styles in conjunction with a keyline system and hand-drawn elements. A custom painterly style was developed to add authenticity
The print identity is an execution of the brand elements scaling back as they become more internal. Front facing touchpoints utilise all brand elements, whilst corporate stationary use restraint with minimal application. Instore touchpoints such as menus use the type hierarchy as a backbone, being supported by takeaway packaging which brings the type pattern into play. Finally, a comprehensive set of identity guidelines was developed to ensure consistency going forward.
A promotional hierarchy was developed, allowing for design categories for promotions to be assigned to. The food promotion styling adds photography into the mix, using the type pattern as a backdrop for food shoots. To account for varying mediums, a system was developed for the roll-out of promotional campaigns, using adaptive layouts to scale accordingly.
The website is a fully responsive portal for the franchise. We researched the data available to tailor the UX to user needs, placing emphasis on conversion. Care was taken to make the core information as accessible as possible across all devices, namely menu, locations and promotions. Design wise, the website incorporates use of large photography, brand web type and large, clean, bold layouts.
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.