MY DESIGN PROCESS
Intro
The first step in my design process is to understand the brand, and evaluate any potential weaknesses in it's designs and branding. For this fictional exercise, I will be re-branding "Big Boi", a Filipino restaurant located on Sawtelle street boulevard in Los Angeles. We will be evaluating: the company's mission, current brand weakpoints, establishing a clear set of brand "pillars", and a strategy for new branding. Original logo design
Step 1) Company mission
Big Boi's mission as a company, is to introduce Filipino cuisine to EVERYONE! This is emphasized on their website: "Filipino cuisine is a rising star in the food world, but the question still lingers, what exactly is it? The dishes draw inspiration from the Spanish culture. The typically sweet, salty and sour ingredients come together to accommodate nearly every palette. it is so hard to describe the cuisine with just one dish since it is so diverse, but no list of Filipino food would be complete without Adobo, the national dish of the Philippines."From this information, we can establish a set of brand pillars, as well as evaluate current brand weakness,Step 2) Brand Pillars and weakpoints
Pillar 1 is FAMILY. Family can play a role in several ways for the brand. Firstly, it is indicative of the fact that the name, "Boi", was actually a surname of the owners Father, as well as an homage to the many men, father's, and uncles with a similar nickname in the Philippines. This would make family (as a pillar) correlate to the concept of the culture, without overtly having to make culture a pillar; after all, the brand's mission is to make Filipino food more accessible.Pillar 2 is FLAMBOYANT. Going back to the idea of culture, we can use a visual language comprised of not simply the culture itself, but the way it's food is being described: words like sweet, sour, diverse, etc. We can also draw inspiration from 
