Crispy's is a restaurant, located in San Diego that, serves Korean chicken and beer. It supports the Korean community’s fashion culture, encouraging customers to come in and dress up for possible deals. The restaurant needed a brand identity system that matched their fresh and fun idea connects with their audience of fashion-forward foodies, ages 21–33.
Crispy's crest logo playfully combines a beer mug with a chicken, with a rounded type construction for a light and fun look. Dynamic messaging with repeating elements, set in Mokoko, give the brand a confident and youthful voice. This is paired with Raleway, an open and approachable sans serif that has strong utility. The print menu uses a horizontal format with color blocking and lots of column play. This style is continued on their digital menu, which uses a horizontal column layout and highly optimized for touch devices.