BRAND IDENTITY • ART DIRECTION
WURST
Retro charm meets chef-driven edge.
Full brand identity for a chef-driven fast food restaurant by James Beard Award Semifinalist Chef LT Smith. Edgy but approachable, retro but modern — built around the tagline "Be Your Wurst Self."
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client
Chef LT Smith — James Beard Award Semifinalist
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my role
Creative direction, brand identity, illustration
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the brief
Edgy fast food brand with retro personality and a mascot
the creative direction
Wurst needed to feel like it had a point of view — not another polished fast casual brand, but something with personality and irreverence that still felt welcoming. The retro aesthetic gave it warmth and nostalgia. The edgy execution gave it an edge that matched the chef's reputation. The mascot tied it together with something memorable.
deliverables
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logo + workmark
Primary, secondary, and submark variations
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mascot design
Original character — illustrated and applied across brand
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packaging
Bags, boxes, wrappers — full packaging system
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brand guidelines
Color, type, usage, pattern system
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art direction
Photography style and campaign imagery
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pattern system
Repeating pattern used across packaging and merch
