Piggy's Island K-BBQ Restaurants
Branding Renewal Design
Piggy's Island first opened in 2011 as a family-friendly K-BBQ restaurant in Toronto. After surviving a fire incident three years ago and the challenges of the COVID-19 pandemic, the restaurant has made a comeback after four years with the goal of revitalization. Aiming to bring joy and a vacation-like atmosphere to those tired of Toronto's long winters, the restaurant has transformed its previous mature ambiance into a fresh, healthy, and youthful vibe, targeting a younger audience.
The project started with creating a mood board to capture the desired atmosphere. I began by working on characterizing the pig mascot from the original "Piggy" logo to make it more lively, approachable, and fun. Since the brand was already well-known, the goal was to retain the familiar pig image while introducing a fresh and diverse feel to convey a new vibe.
Since the client preferred an illustrated design style, I started by doodling the pig mascot in Procreate with a hand-drawn, sketch-like approach. I explored various expressions, poses, and movements to refine the character. After finalizing the sketches, I transferred the design to Illustrator for a more polished and stable composition, completing the final mascot design.
Main colour - The main colour for the logo and signage is orange. I chose orange because it is a soft yet appetite-stimulating colour that creates a lively atmosphere, which suits the new concept of Piggy's Island.
Brand Colour - Inspired by 'tiki bars' or 'surfy bars'. I used colours reminiscent of the sea and sky to bring a refreshing feel to the space. The palm trees and landscaping create a natural and tranquil ambiance, reflecting a relaxed beach vibe and a sense o adventure. this offers customers a comfortable and romantic experience, reminiscent of a vacation spot.
We've reimagined the pig character from 'Piggy's Island' as a charming mascot to enhance the brand's friendly and playful image. This character can be featured across various media, including menus, posters and social media, ensuring it leaves a lasting impression on our customers. The mascot is designed to capture the joyful spirit of 'Piggy's Island' and become a recognizable symbol of the brands.
Space design
When involved in the interior design of Piggy's island, I prioritized visual satisfaction and convenience for customers, as well as safe and efficient movement for kitchen staffs and servers. I carefully considered elements like lighting furniture arrangement, and colour palettes, aiming not just to create a photo zone, but to effectively use the entire space to enhance the visual enjoyment of all areas for customers.
The Menu design prioritizes readability to ensure that customers can easily place their orders. special menu items are highlighted with fun and eye-catching designs, laid out simply to capture attention and encourage quick decisions. visually, the menu aims to resemble a resort catalog or magazine, adding the enjoyment of browsing leisure publications.
At Piggy's island, our staff are like lifeguards, ensuring a smooth and enjoyable experience. the kitchen team wears black, servers wear pink, and bartenders, mint green shirts. each colour clearly identifying their role and helping us provide excellent service to our customers.
Through the rebranding project,
Piggy's Island successfully established a more modern and attractive brand image. By introducing a new logo, colour palette, and visual identity, the restaurant provided customers with a fresh and innovative impression, which helped attract younger audiences and families. The rebranding's impact was evident as it achieved full house capacity on weekends. Additionally, increased online visibility enhanced communication with customers. While some long-time customers who preferred the previous family-oriented image may have felt confused by the new design, overall, the rebranding received positive feedback and contributed to higher overall customer satisfaction.
