Challenge

When Celebrity Iron Chef Eric Greenspan set out to launch a revolutionary new grilled cheese restaurant he came to COED for help with the identity design. The goal was to create a family friendly, mass-marketable, flexible identity that would scale easily and continue to acquire equity as the chain grows.

Solution

Inspired by stringy melted cheese, the proprietary line quality carries itself through everything from the hand drawn typography, icons, and even the logotype itself. To create this line quality, real fondu drips were captured and digitized. The Greenspans mark resembles an old fashioned electric burner and can be burned into or stenciled onto anything.

Credits

Art Direction::
Luc Doucedame
Jenny Ryf Doucedame

Services

Brand Strategy
Brand Identity Design
Communication Design