Founded in 1981, Farmer Boys “Quick-Casual” restaurantshave grown to become a Southern California icon.
Recently, Farmer Boys asked Kevin Akers design + imageryto redesign their menu signage panels which must
comply with California’s 2011 nutritional regulations.
Here is a peek at the design process and how thelook-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 invitingenvironment 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.
A coupon page and menu with a hand-painted look.
Offers valid only at participating locations.
FSI031610D
With Coupon Only
CHIL I OR CLAM CHOWDER
With Coupon Only
Includes Fries and 22ozFountain 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. FSI031610E
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. FSI031610F
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.
1/4 lb. Flame-Broiled Beef, Real Cheese.
Taste greatness!1/4 lb. Flame-Broiled Beef, Real Cheese.
Taste greatness!Farmer Boys’ Cheeseburger
CHEESEBURGERCombo bread bowlCombo
Entire order of
$10or more $4.99With Coupon Only$4.99
20% off Includes 22oz Fountain Drink
What about if we introduce a Farmer Boy icon to the mix?
2 Hotcakes2 Eggs, any style2 Bacon Strips OR 2 Sausage Patties
Four hand-battered, golden Pollock fillets, fries, choice of dinner salad or soup, and toasted Ciabatta roll.
4-Piece
With Coupon Only
With Coupon Only
Includes Fries and 22oz Fountain Drink
Includes 22oz Fountain Drink $5.49$5.49$8.99$8.99
With Coupon Only
$3.99$3.99
4-PIECE FISH & CHIPS PLATTER
Great Catch!4-PIECE FISH & CHIPS PLATTER
Great Catch!
Fish Sandwich ComboFish & Chips
Hot CakesCombo
FSI031610D
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. FSI031610D
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. FSI031610D
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.
Here is an update on the existing chalkboard theme.
Client likes
the continuity
of this idea!
Homestyle goodness meets with an upscale aesthetic.
How can wefold in a littleof this feel?
FSI031610A
2 Hotcakes, 2 Eggs, any style,2 Bacon Strips OR 2 Sausage Patties
Includes Fries and 22ozFountain 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.
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.
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.
Four hand-battered, golden Pollock fillets, fries, choice of dinner salad or soup, and toasted Ciabatta roll.
FSI031614RFSI031610D
withCOUPON ONLY
$8.99with
COUPON ONLY$5.49 with
COUPON ONLY$3.99
great catch!4-Piece Fish & Chips Platter
great catch!
4-Piece Fish & Chips Fish Sandwich Combo Hot Cakes ComboIncludes 22 ozFountain Drink
10 updated menu panels with new graphics and typography.
Bringing the new menu design to the web.
Website design explorations: The Classic Napkin
Club Sandwich
MENU
LOCATIONS
PROMOTIONS
CONTACT
ABOUT
FRANCHISING
FEEDBACK
FIND LOCATION
zip or city, state
JOIN e-CLUB
enter email address
Farmer Boys. Nobody does it Fresher .
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
Club Sandwich
MENU
LOCATIONS
PROMOTIONS
CONTACT
ABOUT
FRANCHISING
FEEDBACK
FIND LOCATION
zip or city, state
JOIN e-CLUB
enter email address
Farmer Boys. Nobody does it Fresher .
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
Farmer Boys. Always a Great Catch !
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
• Menu
• Locations
• Promotions
• Contact
• About
• Franchising
• Feedback
Find Location
Join e-Club
zip or city, state
enter email address
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
NEW CALORIE INFORMATION
PLATTER COMBO COMBO
FSI031610A
Includes 22ozFountain Drink
2 Hotcakes2 Eggs, any style2 Bacon Strips OR2 Sausage Patties
Includes Fries and22oz 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. FSI031614R
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.FSI031610D
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.
With Coupon Only$5.49$5.49With Coupon Only
With Coupon Only
$8.99$8.99$3.99$3.99
Fish & Chips Fish SandwichFish & ChipsFish & ChipsFish & Chips4 -P IECE
HOTCAKESHOTCAKESCombo
Fish & Chips platter Fish Sandwich
Like the bell customers ring to show they had great service!
Let’s use some of the restaurant’s interior props...
And how can we take nostalgic and make it seem yummy?
Yeah farm scenes, but what would be the perfect style?
RING THE BELL
PR INT
zip or city, state
enter email address
FIND LOCATION
JOIN E-CLUB
PLATTER COMBO COMBO
FSI031610A
Includes 22ozFountain Drink
2 Hotcakes2 Eggs, any style2 Bacon Strips OR2 Sausage Patties
Includes Fries and22oz 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. FSI031614R
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.FSI031610D
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.
With Coupon Only$5.49$5.49With Coupon Only
With Coupon Only
$8.99$8.99$3.99$3.99
Fish & Chips Fish SandwichFish & Chips Fish SandwichFish & Chips Fish SandwichFish & Chips Fish Sandwich4 -P IECE
HOTCAKESHOTCAKESCombo
Fish & Chips platter Fish Sandwich
RING THE BELL
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
zip or city, state
enter email address
FIND LOCATION
JOIN E-CLUB
and the food....www.farmerboys.com
A header illustration that captures the freshness of the farm...
Now let’s take that new logo lockup and create packaging.
Morning coffee—Farmer Boys style.
Cookin’ up whatyou’re Craving ! Cookin’ up what
you’re Craving !
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!
On the drink cups, let’s let the customer get to know us better.
If you have a craving for theWorld’s Greatest Hamburger
log onto www.farmerboys.com
for a locationnear you.
For more aboutKEVIN AKERS design + imagery
please visitwww.kevinakers.comor call 925.735.1015