by Amanda, Marketing & Strategy

Recently, we had the chance to break out of our delicious Los Angeles foodie bubble and take a trip to the gateway of Yosemite: Merced, California. We created the brand identity for Bobcat Diner, a new restaurant concept with ambitious plans for growth. With the location and expansion plans in mind, we took inspiration from the iconic graphics of the National and State Parks to create a design that would resonate with the local Merced community, and work just as well in new locations across the country. We didn’t take it too seriously, though, with a tongue-in-cheek approach to the outdoors tucked away within the copy.

We were lucky to be brought in at the very beginning of construction, so you’ll find our graphic design work in the campfire logo, oversized trail maps on the walls (providing helpful directions to lunch and dinner over the mountainous milkshakes), and the guide to Bobcat Guide merit badges. The menus serve as a Guide Book, filled with hand-drawn illustrations for our Bobcat Guide Tips to accompany the menu of diner mainstays including breakfast skillets, burgers and sandwiches.

Once the design was complete and construction underway, our marketing team took over the restaurant’s pre-opening social media, bringing the brand’s outdoorsy voice to life and building anticipation for the opening. When California’s unexpected rain caused construction delays, we tackled the challenge of keeping interest high as the opening day changed, and changed again. When the grand opening finally arrived, we were there to capture the excitement before handing the social reins back to to the restaurant team. 

All in all, we enjoyed our excursion into the wilds of Central California, and like the restaurant, we try to be true to the Bobcat Oath, even back here in Los Angeles.