OVERVIEW

• Laughing Stock Co. is a fun, little 'fast casual' Asian food concept I designed that's passionate about bringing people together over great cuisine. Being a huge fan of Asian fusion, Laughing Stock was an exceptionally fun project to work on as it allowed me to maintain a more lighthearted atmosphere across its visual identity.

DIRECTION

• I dedicated an abundant amount of time bringing life into this project to make it seem as though it were a truly tangible, living, and breathing restaurant that actively operates in the physical world. To bring this vision to life, I crafted a comprehensive 7-page brand booklet, a roadmap packed with everything from the core ethos of the brand to its target audience and unique voice. Armed with this guide, every design decision I made was carefully calibrated to keep the essence of the Laughing Stock brand consistent—always playful, always fresh. With a brand identity firmly established, I delved deep into the food industry's landscape, scouring the competition to uncover opportunities for Laughing Stock to shine. Armed with insights and creativity, I crafted innovative solutions to set the brand apart from the crowd and make a lasting impression.

CONCEPTUALIZATION

• After immersing myself in research, I plunged headfirst into gathering inspiration and crafting a vibrant mood board that echoed the essence of the brand. Fuelled by creativity, I knew I wanted to test the idea of utilizing a double entendre within the logo by making use of a laughing expression paired with another element that could sit well with the Laughing Stock brand. With a clear goal in mind I devoted a significant amount of time to word mapping and sketching rough concepts for the logo that truly resonated with the brand. Throughout this process, my aim was to craft a logo that exuded playfulness while boasting a clean, light-hearted aesthetic.

DESIGN

• After dedicating significant time to perfecting my sketches and narrowing them down to a handful of standout concepts, I've finally arrived at the design you're seeing now. At its core, the logo depicts the joyful face of a woman sporting blunt bangs. However, upon closer examination, it reveals a unique fusion of elements—a laughing expression seamlessly intertwined with a ramen bowl. This harmonious blend symbolizes the brand's passion for laughter, delicious food, and bringing people together. The deliberate decision to move forward with this design was based on its ability to capture a modern yet playful essence, ensuring it remains unforgettable. This logo embodies Laughing Stock's identity perfectly, reflecting their commitment to fostering connections and creating memorable experiences through the joy of good food and good laughs.

• Once I settled on this logomark as the primary direction, I knew it needed the right type to match. A typeface with a heavy lean towards something on the fun and quirky side to counterbalance the polished appearance of the symbol, enhancing the brand's light-hearted aesthetic. Finding that perfect font was a real head scratcher as I needed something that could radiate a cheerfulness yet seamlessly meld with the overall design, and even stand strong on its own if need be. After a great deal of searching I finally settled on a custom font by the name "Funny Note." Funny note struck the perfect chord, modern yet inviting, bringing the brand's personality to life with every letter.

• Once the logomark and logotype were settled, it was time to look into colors. Following the guidelines set in the brand booklet I crafted served as my compass, guiding me toward the perfect palette. I honed in on areas that sparked excitement yet maintained a sense of equilibrium, guiding my focus through the color selection process. The palette consists of a vibrant red to push forth a strong sense of energy, paired with a deep tertiary blue to dial it back a bit and keep the design from being overly stimulating. This dynamic color duo helped maintain a sense of balance to the identity, tying the entire package together seamlessly.

STRATEGY & EXECUTION

• To craft a captivating and unified visual brand, I weaved lively illustrations into the fabric of most designs and marketing materials. Throughout Laughing Stock's visuals, you will notice a handful of cheerful facial expressions that were illustrated to work in tandem with the brand's visual identity, giving it more leverage and creative avenues when marketing. These illustrations were made to further push the brand's unique look while enhancing recognizability and memorability to customers.