“Some cultures are defined by their relationship to cheese” — Benny & Joon 1993
Benny & Joon is a gourmet grilled cheese sandwich truck founded by two friends who struggled to find feel good food that wasn’t the typical junk food; personifying themselves as “Benny” & “Joon” as inspired by the movie. Together, they brought their homemade recipes that they mastered, into the streets for a cheesy and gooey experience. The brand sources freshly baked breads and a variety of imported cheese to create the highest quality sandwiches in the market.
To build a visual identity for the brand which includes—
logo, packaging design, brand merchandise/collaterals and communication materials.
A combination of bold and quirky typefaces with details that reflect the
warm, cheesy and gooey deliciousness, adds to Benny & Joon’s playful personality.
(Font in use—Obviously Family from OH no Type Company)
Emulating the same behaviour as that of melted cheese—the letter “N” is a playful
form in the word mark that also serves as a stand alone brand asset. The thinner lines
extending to droopy ends depict the cheese strings pulling apart.
Vibrant colors inspired by the hues of grilled cheese sandwiches,
reflecting the cheesy toastiness of the food.
Experimental & diverse—an abstract series of patterns derived from the shape
of a sandwich, depicted in various scales, colour combinations and forms.
These patterns are used across various collaterals in the form of packaging design,
chef aprons and brand merchandise.
Lively & inviting—a set of stickers designed to communicate the
playfulness of the brand using key words and phrases that evoke hunger.
A digital version of the menu that provides a seamless experience to the
customer while placing orders online. The visual identity of the brand
has been adapted to the screen for a consistent and cohesive look.
