Luke’s American Grille is a restaurant in Gettysburg, Pennsylvania. Branding for this project included all pieces for the start up of this restaurant. The grille’s owners’ inspiration was their grandson, Luke. The 1950s-style dining features unique recipes, local ingredients and great service. The full logo portrays this with a friendly illustration of Luke holding a tray of signature Luke’s cheeseburgers and donuts, along with the slab serif nameplate.
The word mark represents the 1950s era on its own as well, on a slight arch; the strong typeface pops in bold red. The overall color pallete consists of bright red, maroon, yellow, gold, tan and brown. These colors give the warm, cheerful and inviting emotions that are deserving of the delicious food. Icons such as stars, donuts, hot dogs and menus are tied with the branding throughout all collateral pieces. Plaid, wood and stripes are also textures that pull the identity of this restaurant together on every medium. Triple Strength designed, created and developed the logo identity, stationery, signage, menu brochure, website and standards manual.