Shoobies is a New Jersey shore based grilled cheese shop that combines the laid back lifestyle of Jersey surfers and the simpleness of a grilled cheese sandwich to create a unique, and relaxed hangout spot. This allows locals and tourists a chance to connect to the community through our comfort food and relaxed atmosphere.
Our target demographic is teenagers to adults in their upper 20’s within the Jersey surf community.
The visual identity of our brand reflects the appearance of the jersey shore. Everything is laid back, weathered, and full of texture. Our goal is to authentically produce everything within our brand in shop and by our own hands - from posters and business cards to the food customers eat. We carve our own linocuts and hand stamp our print materials so that everything we produce is unique and genuine. This offers a human aspect that is otherwise not offered from the commercialized competing restaurants on the boardwalk.
Our logo is simple and straightforward. The typography combines our name “Shoobies” with our tagline “thick and gnarly grilled cheeses” in a hierarchy that suggests the visual structure of our grilled cheese sandwiches.
For our color palette, we have two colors. Limiting our color palette provides visual clarity to our brand. The orange represents cheese, as well as the color some shoobies turn after too many spray tans. The blue represents our main tie to the Jersey Shore - the Atlantic Ocean. It is where the surf community comes together and what makes our town such a special place.
All typography is done by hand so that each individual letterform is unique. The four featured styles above are our most commonly used throughout posters and print materials.
Our business card is shaped in a rectangle, like our to-go boxes, and in the same proportions as our logo. The front is filled with a block stamp to create an orange texture with our logo shown in the negative space. It slightly disappears over the edges of the card, aiding to the handmade aspect. The back of the business card also uses the rectangular, outlined element used in our posters.
Our loyalty card is for repeat customers. When closed it appears as a square, but then folds out into the shape of a surfboard to unveil the inside space for the loyalty stamps. After five purchased sandwiches, the customer can get the 6th free. This promotes repeat customers and more foot traffic in our store. Both the business and loyalty card are small in size to be portable and easy to keep.
Our letterhead and envelope are simple and made to complement each other. Both are cut on an angle so that when closed, they visually resemble the diagonally cut line that will split our grilled cheeses in half. They both also have a lot of ink on them, allowing for a lot of texture for the recipient to feel the handmade and authentic voice of our brand.
The front of our envelope is clean and simple. The back of our envelope is covered the same way as the front of our business card - with a big block stamp to create a blue texture with our logo filling the negative space. When the envelope is opened, part of the blue texture disappears, and the back of the closed orange letterhead is shown.
On the front of the letterhead, the blue text is sandwiched in the center by two orange stamped textures that fill in the top and bottom of the page, resembling bread. The back of the letterhead is covered completely by an orange texture, so that when closed and placed into the envelope, the recipient opens the envelope to a bright touch of color.
Our posters are meant to provide a sense of who we are through the wording and visual aesthetic.
Our boardwalk posters are seen above in blue. Some of the sayings found on the posters include “where all of the cheese lovers come to unite” and “where you’ll find gouda vibes and sandy feet”. The type combines a handmade block style font with fun and loose typography in the center. A rectangular border is used, as well as our mantra “eat, hang, surf, enjoy”, which are both used throughout our brands design. The posters feature our location, store hours, and logo at the bottom.
Our in-shop posters are seen above in orange. They meant for in-shop and display the ingredients of our staple sandwiches.
For the packaging for our to-go boxes, there was no question of what they would be given out in. Just as the original shoobies once carried their lunches in on the train from Philadelphia, our to-go boxes resemble shoeboxes. The design incorporates elements from the rest of our branding, including our mantra, repeated use of our logo, and of course our textures. On the top of the box, there is a white square that gives a space for the customer’s name to be handwritten and a box for their specific sandwich to be checked off or written in a “Other” or “Notes” line. This gives each box a sense of customization and a human aspect, like the rest of our brand.
Inside of the to-go box, there is parchment paper with a handwritten love letter to grilled cheese printed on it. The purpose of the parchment paper is to stop grease from running through the box if someone waits a while to eat their food. Parchment paper is also heat resistant so it would not melt under a hot sandwich. The handwritten love letter on the paper is written as a conversation to grilled cheese, remembering back to times one has shared and all the memories one may have with grilled cheese. The more humorous and quirky parts of the letter are emphasized through weight and color. There will be different versions of the parchment paper so that people can read different ones the more they come back into Shoobies.
* This brand is made-up for my senior thesis project at Florida Southern College, where it placed 3rd in our judged presentations