Cypress Mountain's newest outdoor food vendor.
Branding and Menu Design
Role: Branding, vector mockups, layout design
This project was created independently while working as a graphic designer at Cypress Mountain - Vancouver’s biggest ski and snowboard resort. The purpose of this project was to create a new logo and menu design for the resort’s popular outdoor food vendor called “The Shack”.
While quite open-ended, the main points of the design brief included: 1) the logo and menu should be modernized to fit the rest of Cypress Mountain Resort’s modern look and feel 2) the logo should utilize a single colour. My first step was evaluating the current branding of The Shack and noting what was not working. My findings were that the current logo did not fit the modern look of the resort or fit the natural outdoor setting it resides in. Instead, the branding was designed to look like a retro diner which is very out of place for the mountain resort. My goal was to diverge away from this look.
The Shack with its initial retro branding.
The next step was to to focus on the logo and create quick mockups to return to higher management for review. I took a variety of approaches from creating fully text-based logos to more illustration based logos which helped bring in elements of the mountain, trees, and the wooden building itself. I first sketched to generate quick ideas, and then went in to create medium-fidelity mockups in Illustrator.
Medium fidelity mockups.
The bottom right logo was received with the most enthusiasm as it emulated a modern feel, brought in important elements of the setting, and created a sense of adventure with its badge-like style. Going forward with this logo I moved into final production. Here I made small changes to the layout as well as the typography, such as shifting away from serifs for a more modern finish. Finally, I played around with different menu layouts and imagery that the logo would be placed on. I decided on a modern table tent menu design with alpine tree imagery.
Final logo and table tent menu design.