This is a fictional redesign class project. I chose to do The Cheesecake Factory as it's current identity appears dated and stuck in the past, without any sense of forward movement. However, the homely feel of the founding family was captured to some extent in the script-like logotype. It’s also noted that customers have shared endless complaints about poor customer service, restaurant spacing, and more. With the new identity, The Cheesecake Factory would ideally be promising better customer service and branch renovations after the launch of its new identity.
Project Goals
To portray The Cheesecake Factory as a home that is dedicated to improve its services and branches to better suit its family members, i.e. its customers. The identity needs to reestablish trust in the hearts of its current customers, as well as generate interest in potential customers.
To portray a sense of innovation and improvement that will continue into the future years of the company, even as it expands across the globe. The customers need to trust that The Cheesecake Factory will not stop improving and innovating after the launch of its new identity.
