RUDY is a Toronto-based burger shop franchise, and has grown from one shop to 10+ shops (as of 2025) in just 9 years, based on a quality product, consistent dining experience, and brand recognition that resonates with its loyal customers.
Since opening in 2016, I have served as Creative Director, responsible for brand design, including the logo and brand guidelines, website design, packaging, and signage.
The RUDY logo uses Moon typeface, a sans serif, minimalist font with soft curves and rounded edges. I chose this font to represent the RUDY brand because it's pleasant and welcoming, the type of feeling and atmosphere RUDY would like its brand and locations to emanate.
When RUDY opened its first location on College Street in 2016, I wanted to create an illustration of the building to use for promotional materials.
I felt (and still feel) that a hand-drawn illustration adds a personalized, organic element to the brand. As RUDY grew and expanded, creating hand-drawn illustrations for each location to use for marketing the new store became a tradition that continues today.
While consistency is key when it comes to quality, service, and experience, we wanted to recognize that each RUDY location was unique.
I created a colour scheme to accompany each new location, keeping the RUDY logo typeface consistent, but adding a new colour palette to pull from for exterior and interior signage, packaging, and website design.
The main function of the RUDY website is to enable customers to order their burgers as easily as possible, whether for pick-up or delivery. RUDY makes a perfect smash burger, and their menu is intentionally simple. I leveraged that concept when designing the website, creating a minimal user experience, while keeping the order functionality present at all times.
