Sure Hawaii brings with it a ton of imagery. Too cliche for a brand that wants to be national. Fresh food. Healthy options. Affordable prices. Too good to be true? No way. Now they needed a brand starting with a name.
“Simply Grilled” was the working title for this restaurant redevelopment and it was simply mundane. The challenge here was to develop a concept and brand that superseded the expected cliches of Hawaii without losing its roots. They needed a name, a brand, a format, a complete identity: EVERYTHING.
In a situation like this, you have to go out there. You need to shed the expected and the knee-jerk ideas and push the limits. This place needed a name and brand that was as fresh as the food itself. From the fires of the grill came our inspiration: GRYLT.
With the name as the foundation, we built the restaurant’s identity with a rough/grilled style. Vibrant colors that pop loudly attract attention and still scream “fresh,” “new,” “healthy” and “bold.” The color palette and graphic treatments extended into the many touch points for the brand including posters, take out materials, menu systems, marketing and advertising.
The interior and exterior treatments followed the brand’s graphic standards with color and treatments that extended the restaurant’s original idea.