Computer Arts

spring 2017 SHOWCASE

computerarts.creativebloq.com

digging it

Dig inn iDenTiTy
by High Tide
http://www.hightidenyc.com

Briefed to develop a cohesive identity that
would reflect fast-food chain Dig Inn’s newly
defined values as it prepared for a national
expansion New York-based studio High
Tide took a textured minimal approach
to the design. “The branding had to be
‘approachably sophisticated’ light and
clean communal and comfortable and
indicative of food and cooking” explains
creative director Danny Miller.
Inspired by the way in which
Scandinavian interiors are “decidedly
minimal” yet never sterile or cold the
Dig Inn branding evolved as High Tide
began adding dimension with an icon
suite and robust color palette reflective
of the changing seasons. “Maintaining
consistency across all brand touchpoints
involved a healthy degree of restraint”
explains Miller “but we loved working
on the endless range of collateral.”