The Chainification of America
Creative Direction, Web DesignThis multi-story editorial package explores the American chain restaurant and the culture that surrounds it—both how beloved these restaurants are for their ability to unite, comfort, and innovate, but also damned for their tendency to homogenize, flatten, and exploit.
The art direction, from the menu-like landing page to the re-imagined Eater logo takes cues from the advertising, uniforms, and interior design of chain restaurants from of the ‘80s, ‘90s, and early 2000s.
Developing the "Eater Bar & Grille" logo for The Chainification of America. Illustrations by Adam Mazur.
V1. A basic vectorized sketch established the holding shape of the branded "sign".
V2. The next iteration, this time hand-drawn, added depth to the letterforms and established a final spelling for the faux restaurant's name.
V3. Then, color and texture were applied. This version felt a bit too close to a certain iconic chain with a weekday in its name.
V4. This iteration leaned only on Eater's secondary color palette, opting to nix the use of Eater Red.
V5. Ultimately, losing Eater Red felt too off-brand, so both primary and secondary palettes were explored in a different tile pattern.
Final Version. The diagonal tile pattern felt more appetizing and kitchen-like, ultimately leading to a logo sign that felt both nostalgic and individual to the brand identity.
