kevin akers & farmer boys

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


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.



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 .



Farmer Boys. Always a Great Catch !



PRINT

• 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


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


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



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

kevin akers & farmer boys

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