The process started with creating a creative brief with the takeaway “Diablo Burger is an Arizona local foods-based burger joint that supports its community through locally sourced foods and breweries”. The visual tone was going to be clean yet outdoorsy. Much like the visuals of a local farmer’s market.

After gaining feedback on my initial sketches, I found that the “diablo”, or devil, aspect of the brand had more appeal. I then revised the tone of communication to something more playful and spunkier that would encompass a wider audience that may not care much for the locally sourced aspect of the restaurant.