Shelby's Shawarma Rebrand
Redesigning a new, refreshed look for Shelby's Shawarma to appeal to modern audiences.
Role
Brand Designer/Strategist
Industry
Food & Beverage
Duration
4 weeks
Stage 1. Brand Research & Analysis
Conducted a visual and brand audit of Shelby's Shawarma, evaluating its logo, marketing, and overall identity. While the brand is recognizable and uses a strong color palette, the logo lacked clarity in its form, and the mascot “Shawarma Man” was underutilized across touchpoints. This phase revealed a key opportunity: unify the brand’s personality and visual identity by fully integrating its existing character into the experience.
Stage 2. Ideation & Concept Development
Developed the core concept “Shawarma Saves Lives”—reframing the brand as a bold, superhero-inspired experience. Built out narrative-driven scenarios positioning Shawarma Man as a relatable hero delivering comfort and energy in everyday moments. Explored campaign directions, taglines, and visual metaphors to elevate Shelby’s from a food brand into a memorable, story-driven identity.
Stage 3. Design Execution
Logo & Identity Design: Sketched and refined multiple concepts, evolving the logo into a symbolic mark inspired by superhero iconography. The final design merges a triumphant hero pose with the form of a shawarma spit, subtly embedding an “S” for brand recognition.
Visual System: Established a modernized color palette and typography system—balancing bold, high-energy visuals with textured elements to retain the brand’s “homemade” authenticity.
Mockups & Applications: Created branded assets including packaging, delivery materials, and merchandise. Explored how the new identity extends across real-world touchpoints to create a cohesive and engaging experience.
Stage 4. Iteration & Refinement
Tested variations of logo form, typography, and layout to improve clarity and scalability. Iterated on visual balance, keeping the identity bold and expressive without losing readability or brand familiarity.
Revamped the brand's visual identity with vibrant colors and dynamic shapes incentivize users to engage with the brand. Intentionally selected typography and iconography is meant to resonate with the app's target demographic, making the interface not only aesthetic but also functional.
Stage 5. Final Presentation
Delivered an in-depth presentation on a cohesive rebrand system presented through a polished slide deck, showcasing strategy, visuals, and applications.
The final identity strengthens Shelby’s personality by fully leveraging its mascot, creating a more distinctive and engaging brand presence. The result is a cleaner, more modern system designed to resonate with a younger, digitally engaged audience while preserving the brand’s original character.
Reflections
This project allowed me to think outside of the box in terms of building and understanding a brand's needs. It honed my skills in problem-solving, designing, and communication, setting a solid foundation for my future endeavors in UX/UI design.
