2. The Face of Burger Number Seven — Its Logo, Design, and Name

Name: “Burger Number Seven”

Possible slogans:
“A happy burger diner”
“A happy burger place”
“Home of Chewy, the Happy Turtle”

Company Logo: Circular pictures of a whole grain patty and a green head of lettuce placed within the shape of a yin/yang black and white symbol.

Mascot: Chewy, the Turtle
Chewy is a turtle who takes his time eating his food. He’s a slow-moving, thoroughly chewing, happy guy!

Design and color themes:
The interior and exterior designs of the restaurant diner use simple, clean lines, and a balance of materials such as wood, metal, clay, glass, plaster.

The black & white color theme is reminiscent of a 1950’s Black-and-White Diner with accents of reds & greens, or blues & yellows. Incorporating some life into the interior design would be good too, such as potted plants or a fish aquarium, or screened windows that can be opened and look out onto trees, a garden, or flower beds.

Shibui:
simplicity,
implicitness,
modesty,
silence,
naturalness,
everydayness,
and
imperfection.

The staff uniform is a black or white cotton top (t-shirt and/or chef jacket) with the company logo above the breast pocket. The rest of the outfit is personal clothing (pants, shorts, or skirts) in the opposite black or white color than the top.

Food is ordered and served from a counter that separates the dining area from the kitchen; customers carry their food on trays to the table of their choice (first come, first served).

Yes or No music? (too personalized and distracting?)

Notes:
Wikipedia information on "Diners"
Little Augury interior design blog article "thinking Shibui" talks about House Beautiful's August 1960 magazine article called "Discover Shibui: The Word for the Highest Level in Beauty."


Seven-Part Proposal:

1. Burger Number Seven — Concept For A Unique Diner
2. The Face of Burger Number Seven — Its Logo, Design, and Name
3. Burger Number Seven — A Menu For All Seasons
4. Promotional Ideas And Kid Appeal For Burger Number Seven (A Free Toy)
5. The Special Staff Of Burger Number Seven (And Their Uniforms)
6. Ten Recipes To Health And Happiness — Burger Number Seven’s Special Burgers
7. The Seasonal Shopping List For Burger Number Seven

HOME — My Dream Diner — “Burger Number Seven”