Brand Style Guide | Creative Asset Collection | Packaging | Product Vision
For White Castle, we developed a style guide that further extended the core brand into apparel and other licensed products, as well as three spirited creative asset collections, each capturing a different aspect of the brand.
Destination White Castle
Given the Castle’s status as the ultimate road-trip destination, this trend used vintage-style and neon signage to conjure images of life on the open road. It was a mix of muted colors and retro stylings, harkening to a breezy but adventurous time in American history.
With jaw-dropping illustrations and a skater sensibility, this collection provided ample space for White Castle’s sense of humor. The trend personified the irreverent Craver in all of us through a cast of comic-book heroines, hunger-struck zombies, and anthropomorphic sliders.
This editorial-based collection relied on layers of striking graphics topped with witty, forward-thinking sayings. Using pops of bold color in addition to the traditional palette, the trend reached out to fashion-minded millennials and old-school Cravers alike.
Extending the Brand
Building on core brand identifiers, we found inspiration in the Crave Case, which informed not only our packaging system but even the layout of our guide.