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Go-To Designer for Meltwich Food Co.

Since 2017 I have partnered with the internal teams at Meltwich Food Co. to help deliver a consistent brand message across all their marketing assets. I work closely with the Marketing, Operations and Development teams to ensure each restaurant location receives the artwork required for their needs. A long-term relationship like this has been built on trust, communication, loyalty and fairness. I love working with these guys and always look forward to the fun new promotions they send my way. It’s been a delight to see the growth of the Meltwich Food Co. franchise over the last 7 years and counting.

SCOPE:

—Ongoing Graphic Design Services: Monthly retainer work developing various print & digital brand assets for marketing and promotional purposes

—Logo and Branding Updates: Periodical updates to the brand to stay fresh and relevant

  • The goal of the Meltwich Food Co. logo update was to retain the original's charm while enhancing its readability. The initial logo exuded fun and had a unique character, but to elevate the brand, a refresh was necessary.

    Originally, "air quotes" separated MELT from "wich," creating awkward visual segmentation. Intended as a single word, the first part was in all capitals while the latter was lowercase, with a slightly rotated 'c' disrupting the natural flow.

    The first step was to remove the "air quotes," unify the word as MELTWICH, and improve letter spacing for clarity.

    Next, in the "food co." component, the inconsistency of the 'f' was noticeable, as it was scaled differently and dropped below the baseline, drawing undue attention. I standardized "food co." so each letter shared equal visual weight and aligned on the baseline.

    While setting MELTWICH in all capitals and arranging 'food co.' improved clarity, it diminished the original logo's unique appeal. To recapture its playful essence, I adjusted the letters W, I, C, and H to suggest a drippy, melted cheese effect. This change reintroduced the brand's signature style while ensuring 'food co.' received adequate visual space.

    To enhance branding versatility, I created a round badge and logo mark, broadening the visual identity toolkit for Meltwich Food Co.

  • Original Meltwich Food Co. logo in orange and black on a white background, prior to Good Dude Design Co.'s logo design update.
  • New Meltwich Food Co. logo in orange and black on a white background, after to Good Dude Design Co.'s logo design update.
  • Brand guidelines sheet by Good Dude Design Co. for Meltwich Food Co., showcasing the Primary Logo, Stamp Logo, and 'M' Mark with usage guide. Title 'Meltwich Food Co. Brand Guidelines' in style with long cast shadow on solid orange background.

  • During my time with Meltwich Food Co., the brand's visual style has transformed to match shifting trends and company expansion. Initially, the design featured a grungy, illustrative feel that resonated with a younger audience and the bar scene.

    As the market evolved, we shifted to a more streamlined and sophisticated design to appeal to a wider audience while preserving the playful, cheesy aesthetic. By refining typography and incorporating cleaner elements, Meltwich's visual identity now conveys its growth and dedication to quality.

    These enhancements, guided by industry trends and audience feedback, have kept the brand relevant without losing its original appeal. This evolution has bolstered Meltwich's standing in the competitive foodservice landscape.

  • I help Meltwich craft marketing assets for Limited-Time Offers to reignite interest and encourage repeat visits. By designing eye-catching visuals and strategic messaging, I spotlight exclusive menu items available for a short time, creating urgency and exclusivity that draw customers back.

    This approach boosts engagement and aids Meltwich in refining its offerings based on consumer preferences.

  • Using motion in marketing has been a powerful tool for drawing attention to key menu items and features at Meltwich. I love the limitless possibilities this medium offers, adding an extra layer of excitement and engagement that boosts brand visibility and sparks customer interest.

  • I oversee the development of all visual materials for Meltwich, from interior and exterior signage to collateral like flyers, coupons, business cards, and apparel, as well as digital elements such as social media and in-store screens.

    I create all artwork to spec, ensuring readiness for production and perfect alignment with Meltwich's identity.

    Through strategic design and attention to detail, I ensure each visual component captures attention and effectively communicates the brand's message.

  • Meltwich Food Co. graphic design featuring a male employee in branded uniform in front of the restaurant with signage and window coverings. Showcases brand colors orange and black, typography, and photography. Example of Good Dude Design Co. services
  • Graphic design of three window covering panels for Meltwich Food Co.: two outer panels with hands pulling apart a gooey grilled cheese, and a central panel with '#INCHEESEWETRUST' in orange on black, resembling melting cheese, with the Meltwich logo
  • Graphic design mockup of a bus shelter ad for Meltwich Food Co.'s Aspen Landing location, highlighting late-night hours with images of food and a branded pint glass filled with beer.
  • Photo of a man eating inside Meltwich Food Co., featuring interior graphic design elements like a poster, logo signage, and video screens.
  • Mockup of three men wearing black T-shirts with Meltwich Food Co. custom graphic designs for uniforms, alongside two cap designs, set against a branded orange patterned background.
  • Example of window treatment graphic design project by Good Dude Design Co. for Meltwich Food Co., showing design specifications for printing, on a black and orange branded background.

Chief Operating Officer,
Meltwich Food Co.

Tom Mavrou

  • "Before we met Jesse we weren’t satisfied with our marketing content. Our company wasn’t represented authentically nor did our assets communicate to our target customers. Jesse saw this as an opportunity and delivered branded assets that really spoke to our audience and fit the company vibe. He is easy to work with, professional and timely with his deliverables. Since working with Jesse we have seen an increase in sales and business growth and are very proud to be rolling out our new content to more locations across the country. Couldn’t be happier with his work!"

Jamie Vadori

Senior Director of Marketing,
Meltwich Food Co.

  • Working closely with Jesse for the past five years at Meltwich has been a seamless and rewarding experience. He intuitively understands our needs, making collaboration effortless and efficient. Whether it's responding to ad hoc requests from our head office or fulfilling design needs for franchisees, Jesse consistently delivers exceptional work on time. His ability to anticipate our requirements and produce high-quality visuals is invaluable, and our collaborative relationship adds immense value to our marketing efforts. Jesse truly elevates our brand presence.

Jordan Mavrou

Senior Operations Manager,
Meltwich Food Co.

  • Working with Good Dude Design Co. over the past 4+ years (and counting) has been an absolute pleasure. Jesse consistently delivers fantastic work and his service is top-notch.

    Our communication is excellent. Jesse's responses are quick and precise, which is incredibly helpful for someone like me with limited experience in this area. I also want to give him credit for his follow-ups. He understands how busy we get, and he always sends friendly reminders, which are greatly appreciated.

    Good Dude Design Co. consistently exceeds our expectations. Jesse takes our ideas and elevates them with fresh perspectives we would never have thought of. It's clear he truly understands our brand.

    Since working with Good Dude Design Co. we've seen a noticeable increase in engagement, brand recognition, and sales. We look incredibly professional both online and in-store! I'm beyond satisfied with Jesse's work. He always delivers amazing results. I give him a 100%

    Jesse does fantastic work at a very fair price. He truly puts a lot of time and effort into understanding our brand, and it's clear he takes a lot of pride in his work. He strives for perfection, and we couldn't ask for anything more. Working with Good Dude Design Co. feels like working with a friend. It's always a fun and enjoyable experience!

THAT’S HOW I’VE HELPED MELTWICH STAY CONSISTENT & RELEVANT OVER THE YEARS…

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