FAST FOOD CONCEPT
This coffee roastery and fast-food eatery is a fun, youthful brand with appeal to South Africans on the move, as well as those who want a place to sit and enjoy a casual meal. The offering is clearly communicated through the playful use of graffiti-type illustrations and humourous phrases in three local languages. Pops of lime green against dark and monotone backgrounds create a playful, attention-grabbing display. The monotone menus are easy to read, and the simplicity evokes thoughts of honest, non-fussy, good food. A pink counter front to match the logo introduces more fun and warmth, while a relief image of a wood cabin in a mountain forest setting, presumably the ‘Mac Shack’, adds authenticity to a very likeable brand.