Merk's Diner

  • Category:
    Branding
    ,
    Package

Merk's Family Dining, a beloved eatery located in Muncie, Indiana, offers a wide range of homestyle meals for breakfast, lunch, and dinner. Historically popular with senior citizens, the diner aims to attract a younger demographic, including students from Ball State University, while maintaining its nostalgic, vintage charm. The challenges of Covid-19 necessitated this shift to broaden its customer base.

More

The pandemic in 2020 significantly impacted Merk's Diner, particularly as its senior citizen clientele, being at higher risk, were unable to visit. To prevent potential closure, Merk's needed to target a younger audience while still catering to its loyal senior customer

Merk's Diner envisioned a broader customer base, welcoming both younger demographics and loyal senior patrons. The objective was to reposition the diner as both a nostalgic haven for regular customers and a cozy spot for college students away from home.

The project's goals were to create a distinctive brand identity, preserve the diner's vintage charm, and appeal to a younger audience. The aim was to establish a strong market presence, enhance customer loyalty, and ensure that Merk's Diner remained a beloved local spot for both senior patrons and college students.

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What I Did

1. Brand Identity

The new brand identity needed to resonate with both younger and older generations. A modern retro style was adopted to appeal to younger audiences while maintaining a nostalgic feel for senior clientele. The logo was designed to showcase Merk's proximity to a small airport, blending elements of Indiana landscape and aviation, symbolizing the diner's unique identity.

2. Merch Design

Merchandise was designed to reflect the diner's ethos, using a retro color palette and illustrations related to food and the diner’s history. The merchandise served as a tangible connection between the diner and its patrons, embodying the story of Merk's and its commitment to providing a homely dining experience.

3. Package Design

The food packaging design incorporated a retro color scheme to bring out a vintage aesthetic. This packaging was practical and narrated the story of Merk's dedication to homestyle meals. Food iconography and retro illustrations played a significant role in enhancing the visual identity of the diner.

4. Brand Guidelines

A comprehensive set of brand guidelines was developed to ensure consistency across all branding efforts. These guidelines outlined the use of colors, typography, logo placement, and other brand elements to maintain a cohesive visual identity.

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Conclusion

    The rebranding project for Merk's Diner successfully rejuvenated its brand image to appeal to a wider audience while preserving the essence that regular customers cherish. Through the implementation of modern retro design elements, vibrant color schemes, and unique branding strategies, Merk's has reaffirmed its position as a beloved establishment in the Muncie community. The diner attracts both young and older customers, ensuring its continued success and growth in a competitive market.

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