SACRAMENTO, CALIFORNIASnug Jr.
Fast Comfort Food — Pandemic Pivot
Another concept born entirely out of the pandemic and the need to keep our family, staff and customers afloat. Truly some of the best fast-food burgers you can find in town, Snug Jr. offered a little bit of comfort in these trying moments. The concept ended up being so successful that we are searching for the right location to make this a permanent restaurant (we got close once).
PROJECT• Brand Identity
Logo, Brand Marks, Font + Color Palette,
Marketing Direction, Brand Voice
• Signage/Banner Design
• Guest Touchpoints
To-go Packaging
• Menu Design
Ordering A-Frame, Window Menus
• Marketing Collateral
PHOTOGRAPHYPARTNERSIrish Hospitality
Social Media Campaign
The visual presence of the new brand needed to feel bold and easy to understand. We mimicked classic fast-food advertisement design united with familiar movie images to help guests perceive a sense of nostalgia and comfort when viewing the brand identity.
Menus + Table Signs for Ordering
We created a printed menu as a poster in the lobby windows for street traffic and guests to peruse, however the pop-up utilized an online software system for guests to order contact-free. For in-person ordering we placed QR codes on an A-frame Sign, in the Lobby Windows and on individual picnic tables which allowed guests to access the online software system to view the menu and place their order.
Gorilla Marketing
Since this is a pop-up, we leaned into gritty textures and a gorilla-style of promoting the concept by leaving flyers around downtown to drive interest to the Snug Jr amidst the heart of the Pandemic.
Signage
As a pop-up, proper signage was key to both promote and educate the guest through pandemic protocols. We created digital billboards that marketed to freeway drivers heading into Sacramento, placed proper sidewalk stickers for social distancing, and we created various window decals and even an A-frame sign to guide guests on this new process of scanning QR codes to place orders.
To-Go Packaging
Following the edgy gorilla marketing style, we created sandwich rappers using the branding with a play on the Louis Vuitton Damier Ebène print to arouse conversation on social media cross-marketing. Although these wrappers didn’t come to fruition (budget and timing), we are holding onto the design for when the team opens a permanent location for Snug Jr.
