We were tasked with designing a pop-up restaurant that was based on one of four locations in Philadelphia. The pop-up’s branding would align with the atmosphere and demographics of the visitors of the location.

I began by conducting research on the zoo demographics and what was missing from the zoo currently. I decided to head in a direction that was marketed towards children and their parents, something fun, playful, and colorful, but also educational. The food served at the pop-up are traditional fast food type meals, with a focus on burgers, made out of bugs. Bugs are an excellent replacement for beef because of the sustainable harvesting methods that beat beef by a large margin, animals at the zoo eat bugs, and children are very adventurous and enjoy unique foods, so edible bugs would work well for this demographic too.

The result is a creative, silly, and whimsical, and unique burger restaurant with a focus on educated children and their families on climate change, reducing beef consumption, edible bugs, bugs eaten by zoo animals, how to cook like this at home, and other topics. The branding elements are playful and wonky to appeal to the imaginations of children.