Opinion by Richard Baird.
Iron Grill is fast food outlet preparing healthy, flame grilled wraps and burgers, to order, from its kitchen and counter at the Optus headquarters at Macquarie Park, Australia. The food court at Optus is a competitive environment with a large captive audience of over 6,500 people and a number of other food outlets competing for business but serving familiar, unhealthy favourites.
To help define and convey the simplicity, preparation and quality of Iron Grill’s menu, and to emphasise its difference, graphic design studio End Of Work developed a brand identity treatment that takes the flame grilled foundation of the business’s menu and the industry qualities of its counter, and infuses these with an earthy crafted quality through watercolour brush strokes, a limited economical colour palette and uncoated papers and boards. The project included, business card, packaging, signage and menu design.