Mohriz Abbasi's Portfolio
The Keg Logo Design
In this project, I undertook a logo design and rebrand for The Keg company, consulting and working closely with the client to develop various logo designs and concepts, while keeping them informed and involved throughout the entire design process. I was able to conduct research, perform user testing, and incorporate all client input in order to successfully create a final logo design that met the client's needs while reflecting the brand's history and core values.
In this project, I focused on the redesign for the logo of The Keg, which is one of Canada's most largest and infamous steakhouse franchises across the country. Since the start of 2023, I have been actively making efforts and lifestyle choices to adopt a vegan diet, in my concern for the environment and want to reduce greenhouse gas emissions, as well as to combat animal exploitation and vouch for animal rights. Due to this reason I decided to challenge myself by redesigning a logo for a company which shares the polar opposite values from me—meat consumption. The keg was an ideal company to pursue, with its minimalistic black and white design and lack of visual imagery, allowing me as a designer a perfect opportunity to reconsider and rebrand the company’s visual identity.
Research: Media Sweep
Understanding The Brand
When conducting research for this project I started by employing Vijay Kumar’s media sweep method, with the objective of gaining information about the company and brand of The Keg; as well as to complete research into the understanding of the brand's current logo design identity. Various media sources were selected for the sweep which included websites and media applications from Reddit, Yelp, Trip Advisor, Opentable, Glassdoor, etc.
The insights gained from this research was integral to the understanding of the brand and its core values.
Insights:
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The Keg is a place where people come for good times and memories.
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known greatly for their amazing steaks, food quality and service.
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These insights were noted and became a key focus of what was to be reflected through the final logo redesign.
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very good and high quality wine at affordable price points.
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target audience that want a fine dinning experience.
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known for being expensive, as well as for having an upscale, fancy and elegant atmosphere.
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Known for their values of creating good times and elevating customers' daily moods through good food and allowing them to be themselves.
Research: I like, I wish, what if
Evaluating Original Design
In the next phase of research, I employed the "I Like, I Wish, What If" method which allowed me to explore and research into the brand’s logo, gathering insights on how avid customers, familiar with the steakhouse house franchise perceived The Keg's current design. This approach enabled me to identify both the strengths and weaknesses of the existing logo, along with areas for improvement. It also highlighted areas for improvements and key changes they wanted to see in the logo design.
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all three users shared the want for a more interesting visual design, claiming they did not enjoy how simple and plain the current logo of The keg is.
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users think the current logo is boring.
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users enjoy and want to maintain a high-end luxurious aesthetic or look to the logo.
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there needs to be a more interesting, creative design and better use of space.
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users do not like the squared simple design.
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would like to see more color incorporated into the logo to make it more interesting.
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users do not want the logo to be square and closed off, wanting to see more experimentation with different shapes or silhouettes.
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users feel their should be incorporation of more representative brand imagery or symbols, such as including steaks, alcohol, cups, forks, knives, plates, cows, etc.
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users feel the current design does not visually communicate what the brand is about
Insights
Inform Phase
Client Interviews
The next phase of the project was the inform phase, where I conducted interviews in order to inform the client about the project in regards to the logo expectations and vision. As well as their perceived expectations of the timeline, areas of concern or questions, target audience, project goals and specific pain points or challenges needed to be addressed.
This Client was able to provide great insight and clear project details, as I informed them in detail about the direction I planned on taking for the company logo redesign.
Insights
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final logo should reflect a luxurious or high end look
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client believes in bringing visuals into the logo but stresses importance of keeping an element of class.
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client is open to the idea of color but does not want it to be overly saturated and colorful or tacky looking.
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client likes the idea of incorperating new sillouettes into the logo.
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client believes the visual imagery or symbolism of bar, wine, classic steaks, cutlery and cows are good ideas to further explore for the brand logo.
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client enjoys the idea of incorporating brands core values and believes such things as being known for good times and making memories through things such as celebrations or special events should be signified in a small visual element.
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project should take 2-3 weeks
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target audience is customers who are looking for a fine dining experience with family or friends. not a causal fast food experience.
Consult Phase
Real-Time Conversation Feedback
During the consulting stage, I used the real-time conversation feedback method, sending my initial design concept sketches via text for clients to experience individually from their homes, creating a personal and intimate connection with the design. This allowed for real-time text communication, enabling direct feedback on the logo designs. The method helped me understand client preferences, gather rich feedback, clarify areas for improvement, and identify design options to move forward with for the project.
Insights
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clients prefer the wine glass/steak logo the most out of all other logo design options and want to move forward with this type of design.
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clients think the diwine glass/steak logo is interesting and creative, client wants to explore further into this design further.
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The client wants more incorporation of values such as good memories and celebrations to be expressed.
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there should be an aspect of fine-dinning added to reflect the type of restaurant The Keg is.
Involve Phase
During the Involve stage, I showed reiterations and concepts of the clients selected logo through a survey. The survey allowed me to include the participants in my work process and gain feedback about design aspects by involving the clients through asking a series of questions about my designs; helping me to understand what design changes must be made. I Involved the clients throughout this process by asking a variety of question such as what they want to see differently or what they enjoyed or disliked about the logos, giving clients an opportunity to identify aspects in the design which can be improved. This involvement was most important and significantly impacted my design decisions for the logo.
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Insights
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clients share the selection of the 3rd logo in the last row.
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like the visual element of celebrations and good memory through the image of a candle incorporated into the logo design.
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clients enjoy the various meanings and representations of the logos design
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wants cow symbolism incorporated
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clients feel there is a fancy and elegant look to the logo
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likes candle incorporation as it represents the formal aesthetic and candle lit dinners of the restaurant.
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wants more elements incorporated to make it more interesting
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wants to see incorporation of a keg to make the logo stand out and feel more complete, which would make it more memorable for them.
Collaborate Phase
For the collaboration phase of the project I used the method of real time conversation feedback once again, to help communicate to the client and listen for their opinions, which I actively incorporated into the design based of their recommendations. I continually collaborated with the clients by checking in and asking which logo design concepts they felt most fitting of the company; it is through the clients collaborative feedback and communication that I was able to create the final Logo design.
Final logo and type design selected
Empower Phase
Designing With: Empower
My final logo design for The Keg successfully empowers both the client and customer by meeting their need for a logo that encapsulates and conveys the company’s values. The logo effectively represents the steakhouse through the horns, red steak meat, and cow head silhouette, allowing customers to understand the restaurant’s services and its focus on steak. The cup filled with red coloring not only symbolizes steak but also represents red wine, key to the brand’s identity. The keg container emphasizes the bar, while the dark colors, wine glass, and hidden candle evoke a sophisticated restaurant. The candle further symbolizes the high-end, candle-lit dinners customers expect, highlighting The Keg’s role in celebrations and good times. This design reflects the brand’s identity, empowering both clients and customers by visually representing everything the company stands for.