Founded in 1981, Farmer Boys “Quick-Casual� restaurants have grown to become a Southern California icon. Recently, Farmer Boys asked Kevin Akers design + imagery to redesign their menu signage panels which must comply with California’s 2011 nutritional regulations. Here is a peek at the design process and how the look-and-feel rolled out, first, onto the menus and then onto a new website & product packaging system.
Business: Farmer Boys is a Quick Casual - American food concept serving neighborhoods hearty and wholesome farm fresh foods cooked to order in real kitchens in an inviting environment for a fair price by friendly people delivering genuine hospitality.
Communication Objectives: To create a new menu board design that incorporates nutritional disclosure regulations (calories) and a template for additional pieces that harmonize with the restaurant interiors and supports the brand’s personality.
CHEESEBURGER bo
$4.99
Com
Includes Fries and 22oz Fountain Drink
With Coupon Only
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. FSI031610D Expires 4/25/10.
20% off order of
Entir$1e 0or more
With Coupon Only
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. FSI031610E Expires 4/25/10.
CHILI OR CLAM CHOWDER
bread bowlbo
$4.99 Includes 22oz Fountain Drink
Com
With Coupon Only
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. FSI031610F Expires 4/25/10.
Offers valid only at participating locations.
Farmer Boys’ Cheeseburger
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tness! Taste grea
A coupon page and menu with a hand-painted look.
TTER PLATTER PS PLA CHIPS & CHI FISH & 4-PI ECE FISH 4-PIECE
Great Catch!
Four hand-battered, golden Pollock fillets, fries, choice of dinner salad or soup, and toasted Ciabatta roll.
4-Piece
Fish Sandwich Combo
Fish & Chips
$8.99
Includes 22oz Fountain Drink
$5.49
Includes Fries and 22oz Fountain Drink
With Coupon Only
$3.99 With Coupon Only
With Coupon Only
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. FSI031610D Expires 4/25/10.
Hot Cakes Combo
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. FSI031610D Expires 4/25/10.
2 Hotcakes 2 Eggs, any style 2 Bacon Strips OR 2 Sausage Patties
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. FSI031610D Expires 4/25/10.
What about if we introduce a Farmer Boy icon to the mix?
likes t n e i Cl tinuity the con s idea! of thi
Here is an update on the existing chalkboard theme.
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ps Platte
tch! great ca ish & Chi
4-Piece F
How can we e ttl fold in a li ? of this feel
Four hand-battered, golden Pollock fillets, fries, choice of dinner salad or soup, and toasted Ciabatta roll.
4-Piece Fish & Chips
$ 8.99 with COUPON ONLY
Includes 22 oz Fountain Drink
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. Expires 4/25/10.
FSI031610A
Fish Sandwich Combo Hot Cakes Combo
$ 5.49
$ 3.99 with COUPON ONLY
with COUPON ONLY
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. Expires 4/25/10.
Includes Fries and 22oz Fountain Drink
FSI031610D
2 Hotcakes, 2 Eggs, any style, 2 Bacon Strips OR 2 Sausage Patties
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. Expires 4/25/10.
FSI031614R
Homestyle goodness meets with an upscale aesthetic.
10 updated menu panels with new graphics and typography.
Farmer Boys. Always a Great Catch! • Menu • Locations • Promotions • Contact • About • Franchising • Feedback
Fish & Chips platter
Fish Sandwich
Find Location
Fish & Chips Fish Sandwich
zip or city, state
4-PIEC
Join e-Club enter email address
E
PLATTER COMBO
VISIT OUR NEWEST LOCATION IN RIVERBANK! 2453 Claribel Rd. (209) 869-2575 GOING TO VEGAS? VISIT OUR NEW LOCATION AT: 5847 S. Decatur Blvd. at Russell Rd. (702) 871-8500
$8.99
With Coupon Only
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. FSI031610A Expires 4/25/10.
Includes 22oz Fountain Drink
COMBO
$5.49
With Coupon Only
Includes Fries and 22oz Fountain Drink
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. FSI031610D Expires 4/25/10.
HOTCAKES 2 Hotcakes 2 Eggs, any style 2 Bacon Strips OR 2 Sausage Patties
Combo
$3.99
With Coupon Only
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. FSI031614R Expires 4/25/10.
NEW CALORIE INFORMATION
PRINT CONTACT | e-CLUB | FEEDBACK | TWITTER | FACEBOOK | CAREERS | PRESS | FRANCHISING © 2010 Farmer Boys, Inc. All Rights Reserved. All products and services are not available at all Farmer Boys locations. Pricing and participation may vary. Terms & Conditions | Privacy Policy
Website design explorations: The Classic Napkin
Farmer Boys. Nobody does it Fresher. MENU LOCATIONS PROMOTIONS CONTACT ABOUT FRANCHISING FEEDBACK FIND LOCATION zip or city, state
JOIN e-CLUB enter email address
Club Sandwich
CONTACT | e-CLUB | FEEDBACK | TWITTER | FACEBOOK | CAREERS | PRESS | FRANCHISING © 2010 Farmer Boys, Inc. All Rights Reserved. All products and services are not available at all Farmer Boys locations. Pricing and participation may vary. Terms & Conditions | Privacy Policy
Bringing the new menu design to the web.
Let’s use some of the restaurant’s interior props...
Like the bell customers ring to show they had great service!
RING THE BELL
Fish Sandwich
Fish & Chips platter
FIND LOCATION zip or city, state
JOIN E-CLUB enter email address
4-PIEC
Fish & Chips Fish Sandwich E
PLATTER COMBO
$8.99
With Coupon Only
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. FSI031610A Expires 4/25/10.
Includes 22oz Fountain Drink
COMBO
$5.49
With Coupon Only
Includes Fries and 22oz Fountain Drink
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. FSI031610D Expires 4/25/10.
HOTCAKES 2 Hotcakes 2 Eggs, any style 2 Bacon Strips OR 2 Sausage Patties
Combo
$3.99
With Coupon Only
No substitutions. Limit one offer per coupon. One coupon per person, per visit at participating locations only. Not valid with any other coupon, combo meal, advertised special or offer. FSI031614R Expires 4/25/10.
Yeah farm scenes, but what would be the perfect style?
RING THE BELL
FIND LOCATION zip or city, state
JOIN E-CLUB enter email address
CONTACT | e-CLUB | FEEDBACK | TWITTER | FACEBOOK | CAREERS | PRESS | FRANCHISING Š 2010 Farmer Boys, Inc. All Rights Reserved. All products and services are not available at all Farmer Boys locations. Pricing and participation may vary. Terms & Conditions | Privacy Policy
And how can we take nostalgic and make it seem yummy?
A header illustration that captures the freshness of the farm...
and the food....www.farmerboys.com
Now let’s take that new logo lockup and create packaging.
at Cookin’ urpawvihng ! you’re C
at Cookin’ urpawvihng ! you’re C
Here at Farmer Boys we know the difference between
an ordinary cup of coffee and a great cup of coffee, and we only make the best for you. Our custom blend of Specialty Grade Arabica Dark Roast coffee is made exclusively for Farmer Boys by Lingle Bros., a renowned roaster with nearly a century of experience. Our perfectly roasted whole beans are ground fresh for each and every pot of coffee we brew. So whenever you crave a cup, come to Farmer Boys for that irresistible aroma and dark, rich flavor that satisfies with every sip! Farmer Boys. Cookin’ up what you’re craving!
Morning coffee—Farmer Boys style.
On the drink cups, let’s let the customer get to know us better.
If you have a craving for the World’s Greatest Hamburger log onto www.farmerboys.com for a location near you.
For more about KEVIN AKERS design + imagery please visit www.kevinakers.com or call 925.735.1015