Restaurant branding project for a new restaurant in the Kalamazoo, Michigan area. With the collaboration of the owners, the Fuze logotype and brand identity was conceptualized and developed to reflect the Fuze mission to provide the Kalamazoo community with an ever changing selection of dishes and a dining experience for the five senses by utilizing the concept of unification and fusion in it’s logotype and brand elements. The Fuze logotype is created by fusing separate tubular graphic elements together as the strokes of letterforms that make up its name, which merge together at each intersecting point to create the finished logotype. In this way, the Fuze logotype encompasses and showcases the brands ability to take collective bits and unify them to make a greater whole and greater restaurant experience. The Fuze Mandala then takes these separate tubular pieces and rearranges and morphs them, creating the mandala graphic which serves as a supporting brand element associated with completeness and unification. The total branding process included the design of a logotype, color palettes, typographic system, branding guidelines, menu design, social media content, motion graphics, hats, shirts, and outdoor signage.
