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Belmonty’s Burgers has been a staple at Belmont Park in Mission Beach for decades. Recently, the burger joint’s menu and offering got a glow up, and the branding needed to reflect that turning of the page.
1 — Capture premium quality, fun, and “Endless Summer” vibes
2 — Create a brand that can endure for the next 100 years of the park
Big thanks to Kayla Watson, the creative lead from Belmont Park, for bringing us on to collaborate on this project!
— Logo
— Type, Color, and Visual Language System
— Brand Guidelines
— Icons & Patterns
— Social Media Templates
— Merch Design & Collateral
— Placemaking
Amy Hood: Creative Direction and Brand Design
Jennifer Hood: Creative Direction, Brand Design
Jose Sojo: Portfolio Graphics & Motion
We presented 3 concepts, all featuring custom type wordmarks. Kayla Watson—Belmont Park’s Creative Manager—zeroed in on this fat bottomed, italic, serif number.
This struttin’ patty mascot proudly carries a Belmonty’s Burgers flag, marching to spread the good word about Mission Beach’s most delicious beach burger. Sometimes your initial sketch is so right you just vector it and try not to lose the magic. The mascot now lives in a gorgeous neon sign (with moving, marching legs) on the facade.
We designed a suite of icons to promote Belmonty’s best features across the restaurant’s facade, menus, tray liners, tees, and to-go packaging.
Belmont Park’s Creative Manager, Kayla Watson, wanted to keep the color palette consistent from the old Belmonty’s
Headlines and body are set in the wonderful variety that HWT Unit Gothic offers. Supporting personality font is Alkaline script by our friends at Fort Foundry.
We worked with the Belmont Park team to ideate and iterate on the facade of the remodeled Belmonty’s building. We embraced classic diner keynotes, with vivid neon signage, and our value prop icons painted right onto the building to tout quality and flavor. Below you’ll see an early proof compared to the final building facade.
