Ed Debevic’s Brand Identity
The notorious Ed Debevic’s was opened in1984, and has been renowned as Chicago’s most famous retro themed diner ever since. Famously known for its snarky service & 1950s throwback decor, Ed’s quickly became a fun & unique staple in the culinary world. After closing its doors in 2015, Ed Debevic’s announced its plans to re-open in 2021.
I was asked to create a completely new brand identity for this famous diner. My direction: Bring it into the modern age, but don’t lose the sass!
Art Direction / Illustration / Brand Identity
An ‘Ol American Diner
The color palette I chose for Ed’s was simple. Teal to pay homage to the original restaurant’s interior, red for their classic baskets and mustard for, well….mustard!
Inspired by vintage neon & motel signage.
The visuals are heavily inspired by 50’s & 60’s motel signage and neons. Ed’s is a diner so that makes sense! Although this visual treatment is literally translated to physical signage within the restaurant, it is used heavily on the printed materials.
Ed Debevic’s Pattern
A custom pattern to give a taste of the Ed’s charm. Handrawn elements vectorized and used across multiple branded items.
