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Jenna Jung

BFA in Graphic Design — Graphic Design
Course:
Comm Design 5: Transmedia
Faculty:
Lavalais, Shirleen E.
Term:
2024 Fall

Five Guys

A character driven identity that transforms toppings into a playful brand universe.

This rebrand focuses on personifying individual toppings as bold graphic characters. Lettuce, tomato, cheese, and other ingredients become expressive visual icons that interact across packaging, menus, and digital media. Rather than emphasizing hierarchy or structure, the project builds an approachable and customizable brand experience that reflects the fun and flexibility of ordering at Five Guys.

Process:

The project began by identifying a disconnect between Five Guys’ existing identity and its food-focused brand. It then developed into a modular system inspired by burger structure, introducing a mascot, Topping Friends, and a food-based color palette, applied consistently across various touchpoints.

Learning Outcomes:

This project strengthened my ability to build a cohesive branding system from concept to application. I developed skills in modular design thinking and learned how to align visual identity with a clear brand strategy.

Project Website:
https://jennajdesign.info/five-guys
Tags:
Branding