CASE STUDY

STRATEGIES

BILLY'S CAFE, DELI & PUB

What does it take to brand a new business?

ABOUT THE CLIENT 

Billy's Cafe Deli & Pub is an up and coming staple of Sutphin Blvd. Queens. They were courageous in their quest to create an establishment where both adults and children can call Billy's a second home. For this brand, I help create a website, logo, menu, and with promotions and community outreach.

CHALLENGE

Discovery & Research

User Experience
Brand Strategy

Logo
Brand Style Guides

Website 

Print & Packaging
Signage

SOLUTION

RESULTS

Billy's Cafe Deli & Pub is a new business that didn't know how to brand themselves for their client. There was a blank slate to this business, but they needed a quick turn around because they wanted to apply for a grant. The company needed a logo, website, business card, social media assets, and a media kit that showed the true essence of the business. 

The solution started with in-depth brand research and from that, crafting a brand strategy that positioned Billy's Cafe, Deli, and Pub as a friendly and warm stop for the community to eat, drink, and enjoy. Using the brand strategy, I developed a flexible and distinctive brand identity system.

Because of the brand design and the media kit that I created Billy's Cafe Deli & Pub a $40,000 federal grant, the company gained a website that their customers can order from, a logo, business cards, and a menu.

BRAND STRATEGY 

Bill'y Cafe, Deli, and Pub caters to customers who want to buy homes and who want to educate themselves on the housing marketing. Bill'y Cafe, Deli, and Pub built a company culture that empowers and trains a diverse group of clients. To understand the needs of these customers, we created unique user profiles to represent the attendees' range. I also sent out a questionnaire that helped paint a clear picture of their demographics, psychographics, needs, and wants. 

BRAND POSITIONING 

THE PROCESS

Understanding what Billy's brand is and who they are created for helped define the company's positioning statement. This sets the tone for everything organized for the brand.

what?

why?

how?

The community comes first and from the food to the events. We are a company for the people.

We are here to create a welcoming atmosphere for everyone.

We are creating a

fun, loving, and warm restaurant to enjoy.

UNDERSTANDING

THE USER

Billy's Cafe Deli & Pub is about community. From the bread in the sandwiches to the beers on tap, Billy's is a place for the locals. To understand the needs of these customers, we created unique user profiles to represent the range of the users. This painted a clear picture of their demographics, story needs, and solutions.

DEFINING

THE BRAND 

Through a series of exercises in the strategy session, we were able to extract and refine the brand attributes. This defined the brand’s personality: how it should look, sound, and act.

the principles that guide us to definition

BRAND IDENTITY SYSTEM 

Billy's Cafe Deli & Pub is an up and coming staple of Sutphin Blvd. Queens. 

delishious

The atmosphere of Billy's needs to be upbeat at times. They know when it is time to have a relaxing environment and when it's time to have fun.

The first thing that Billy's wants for its customers to feel its warmth. They want

people to feel comfortable

and feel like they can stay for hours. 

The community comes first and that includes the food and the drinks made and sold at Billy's. They are a company for the people.

The food and drinks are one of the main parts of Billy's charm. It is local and represents the many flavors of the community's cuisines. 

warmth

local

fun

01 logo

02 color

03 typography

01 LOGO

LOGO variations

SYMBOL

Billy's Cafe Deli & Pub's main goal is to be warm, friendly, fun, but they also wanted to incorporate a western theme to the restaurant.

LOGO TYPE

The logo font is called Dead Saloon. Dead Saloon is bold, classic, but can be modern 

and adds to the western theme.

sheild

beer glass

horns

beer glass

horns

sheild

The shield is a sleek design that ties all the elements together. 

Tying in the western theme to the logo 

The beer cup as the head of the deer ties into the western them and shows the pub aspect

THE MEANING BEHIND THE SYMOBOL

Billy's Cafe Deli & Pub's main goal is to be warm, friendly, fun, but they also wanted to incorporate a western theme to the restaurant. There needed to be a sleek, modern way to present the company as well.

1. THE BEER GLASS

The beer cup as the head of the deer sleeky ties into the western them and shows the pub aspect and adds a fun element.

2. THE HORNS

The horns add the western theme to the logo and combined with the beer dear head it modernizes the look.

3. THE sheild

The shield combined with all the elements finalizes the logo and symbolizes safety. 

LOGO IN USE

02 color

hex: #F47D20 

accent colors

fundamental colors

primary

color

orange

hex: #FCF6F0

brown

hex: #F04E23

squash

butter

cream

Black

hex: #593D1C

hex: #F04E23

hex: #000000

brand color palette 

I created a new brand color system for Billy's that is bold, warm, and fun. The primary color is orange, which also serves as the brand color. The secondary palette allows Billy to be more flexible and dynamic. It features functional colors for the website, background colors for the company's iconography, and accent colors to be used alongside the brand color to boost brand awareness and not limit any creativity.

Logo color variations

03 typography

brand title font

The logo font is called Dead Saloon. Dead Saloon is bold, classic, but can be modern and adds to the western theme.

BRAND FAMILY FONT

The logo font is called Mind Blue. Mind Blue is sleek and minimal font that balances out the look of Billy's designs.

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