Joy's Mongolian Grill
For this studio project, I was challenged to rebrand Joy's Mongolian using existing ideas from another student. Joy's Mongolian serves Ames, Iowa, and aims to connect with college students and the authenticity of Mongolian cuisine.
Brand identity, print design,
A Rebrand Challenge
In my Practicum studio, I was challenged to rebrand Joy's Mongolian using existing ideas from another student. I used their idea of a vertical text layout, as well as the red from their color palette, as it is a strong cultural color. The current Joy's Mongolian branding lacked the authentic feel of Mongolian cuisine, so I researched the dining experience, art, and traditions of their culture to ensure I represented it accurately in the new branding.
BACKGROUND
Culture
Throughout the branding, I used colors and patterns that were representative of Mongolian culture, so every visitor of Joy's felt transported into an authentic experience.
OPPORTUNITY
What I Did
There are many Asian and Mongolian restaurants around Ames and Des Moines, so Joy's needed to find a way to be different. Leveraging the college students a couple of blocks away from Joy's, I connected to their desire to explore using cultural authenticity. Since college students are always seeking new experiences or reconnecting with their own culture, it was essential to elevate the branding to match that desire.
BUSINESS STRATEGIC APPROACH
