Schmear Smørrebrød Brand
FALL 2024 | BRANDING | ADOBE ILLUSTRATOR, PHOTOSHOP, AFTER EFFECTS
The primary objective of this project was to create a complete identity for a series of smørrebrød shops, a Danish traditional lunch of open-faced sandwiches. The brand identity should include the name, logos, color palette, typography, and additional graphic elements. The project concept should also consider additional elements such as, overall dining experience and target audiences.
Concept
Schmear is a chain of smørrebrød quick-eats restaurants, only offering food to-go at it’s locations in high-traffic areas such as, shopping malls or busy city streets. The term “schmear” refers to the essential first layer of butter when crafting smørrebrød, which is heavily emphasized in the brand identity. Schmear is aimed towards the busy worker needing a delicious fast meal or the average shopper looking for a fueling snack in-between stores.
Store-front
With a similar model to Auntie Anne’s Pretzels in the US or ChinaBox in Copenhagen, Schmear’s average store front is a small booth/kiosk with a simple counter and ordering space. Through the use of the brand colors and logo on shop signs and posters, these small space become recognizably Schmear shops.
Social Media
As a fast food restaurant with a wide audience, Schmear utilizes social media as a vital advertising tool and posts trendy content allowing audiences to interact and understand the brand through posts including, Recipe Teasers or Mood board Mondays.
Packaging
Schmear’s to-go only, quick-eats concept is emphasized through it’s packaging of open-faced nestable trays. These trays showcase the iconic brand colors and brand taglines. Customers also receive wet wipes with each purchase to help stay clean from the messy, creamy, schmear-y goodness. To maintain a valued customer base, Schmear offers loyalty cards marked off with a knife-shaped stamp for each purchased and the 10th free.