The main focus of this brief was to bring
new light to a local company through
redesigning it’s logo and overall brand.
Plucker's has been a staple in the Austin
community, providing excellent food and a
great sports environment. My goal was
to bring new life to this company and
make it seem like its more rooted and a
A way I compare this redesign is that I want it to be somewhere between Dunkin’ Donuts and Starbucks Coffee, not too high-class but not too everyday, a nice middle ground. I wanted to make something organic and original with the new logo type. Hand-crafted, the type shows a fun side while still being classy. The chicken is added to give a strong face for the brand, a silhouetted chicken is bursting with class compared to the previous chicken, which was depicted as a cartoon.
Being in Austin means you’re also in Longhorn territory. The orange color comes into play not only to show that the company is Austin’s own, but to also emulate the color of the fresh cooked chicken they make for their guests and the sauces that accompany them.
The opening page shows the diverse color palette derived from the orange base color.
The new Plucker's logo and logo mark.
The Plucker's logo pattern.
Photos taken by myself to show the mouth watering appetizing meals available at the establishments.
Comparisons of the old logo and the newly designed one.
Showcasing the business cards and having them used in mock ups.
Showing diverse advertising that play on phrases associated with the playfulness of the brand.