Jack Allen’s Kitchen
This beloved Austin restaurant was a long-time Arrow client. Over the years I had the opportunity to work on multiple design projects for them to strengthen their overall look and feel and develop their brand voice.
ClientJack Allen’s Kitchen
My ContributionLogo Design Refresh
Design of New Logo Family Assets
New Toast Email Template Design
New T-shirt Designs for Staff
Various Print and Digital Collateral Design
A Refreshed Logo Family
When Arrow was first hired, the Jack Allen’s Kitchen logo held a lot of brand equity, despite some design issues. A total redesign was not in order, so instead I gave the logo a refresh and created some additional assets to add to the logo family. I also created a new email template utilizing these assets. (See Veterans Day collateral below.)
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Before
The original logo used more than one typeface—not ideal for legibility. Notice how the “K” in “Jack” differed from the “K” in “Kitchen.” The rectangular frame mimics a rustic stamp effect, but this effect was not applied to the wordmark.
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After
I improved the logo’s legibility by resetting the wordmark in a single typeface and evening out all letterforms to a consistent thickness. I used a more realistic grunge effect on not just the rectangular frame, but the entire logo.
Staff T-shirt Designs
These new designs, worn by bussers on the job, highlight popular menu items such as the “Wedgies” Salad and Layered Chunky Queso in JAK’s characteristic irreverent voice.
Veterans Day Collateral
Each year, Jack Allen’s likes to give back to armed service members with a free meal. I created digital and print collateral to promote it, plus an enamel pin for staff members to show their love. Click the email image below to view the Toast email template I created in action.
Shrimp Fest Collateral
I designed and created print and digital collateral promoting for JAK’s first annual “Shrimp Fest,” which featured special menu items celebrating Texas gulf shrimp.
