The restaurant branding design scene has seem to be overrun by a resurgence of the vintage mascot. Classic illustration styles that are jovial and campy seem to adorn a large number of new brand identities. Henry’s follows suit with the usage of a mascot, but the design style is different which catches the eye.
Henry’s is a fun concept that sells chicken and waffles. That fun is exemplified in the identity from the scriptlike typography through the chicken mascot that rides a scooter. All of the imagery and type style push the feeling of movement and action which connects to the “food on the move” slogan.
A soft serif typeface adds a throwback feeling to the identity rooting it in the vintage feel. Mixing that with vibrant red and deep red furthers the feeling of energy and high paced vibes.
