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Creative Brief

Who are you?

The Jerk Shack is a completely unique fast food restaurant in Los Angeles California which and the pilot for a national franchise. This is the first fast food restaurant of it's kind featuring Caribbean Cuisine (Jamaican mostly) with an emphasis on BBQ and jerked chicken dishes.

Our current web site is at http://www.jamaicanbbqjerk.com/

VERY IMPORTANT: We are not serving just Jamaican cuisine in the future and this domain will change. We do not want to represent this restaurant as a "Jamaican" restaurant moving forward. The company name is "The Jerk Shack" and in the future, we will be expanding the menu so any sub-text below the logo should simply read "Caribbean Fast Food".

Once we have a new logo, we are going to re-design this site.

What do you need?

We need a new brand. Our current logo was done hastily in order to open the first restaurant but now we are very close to showing "proof of concept" with this first location. If we can prove the concept, our next goal is to turn this restaurant into a national franchise. In order to do that we will need a new logo that is more brand-able.

Who Is Your Audience?

Anyone that likes to eat food.


We Like These Examples

We like the logo design style used for many professional sports teams. We also like the look of the Comedy Central logo and the logos of many beer companies. We are looking for something fun and sort of irreverent. After all, this is "The Jerk Shack"!

We Absolutely Must Have

Here are some key requirements for this project:

(1) This logo can be colorful but we want to be sure that the final product can be "dumbed down" to just 2-3 colors max for printing purposes. We want to save our future franchisees money on their long-term printing costs by having simpler options of this logo to use for print.

(2) A bit part of our business includes faxing Carry-Out menus to local businesses to build up the lunch crowd. So, we will need a version that can fax well.

(3) For the primary mark of this logo, we would most likely want to see either one of two things. One option is to have the focus to be an image of a "shack" with smoke coming out of a smokestack. Most of our meats are smoked and/or jerked. The other option we want to entertain are cool type/font treatments with the emphasis on the word "Jerk".

(4) Please also note that we do not necessarily want to use reggae colors in the logo. Also, please do not submit any weed or pot plant looking imagery or have any drug looking references in your submission... this must be a family friendly logo.



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