CHALLANGE
When traditional foods from non-American cultures are introduced to the U.S. market, they often reflect only the most familiar aspects of that culture.
In developing a brand for Jamaican beef patties, the challenge was to maintain the authenticity and cultural significance of Jamaica while making it appealing to American consumers
DELIVERABLES
Logo
Character Icon
Brand Guideline
Poster Ads
Restaurant Mockups
From the American side, I drew inspiration from 1950s diners and drive-in iconography. The 1950s marked a cultural turning point, when Jamaican influences began entering Western mainstream.
From the Jamaican side, I looked to the
bold visual language of Dancehall posters, which often feature a mix of live photography, vibrant national colors, and expressive hand-drawn typography.
By blending these two aesthetics, the brand embodies both the warmth of American nostalgia and the dynamic energy of Jamaican culture
Enter THE
In both digital and print, we extended this vision with a playful 1950s-style mascot—a cartoon character designed to embody both American nostalgia and Jamaican energy, while fitting seamlessly into the brand’s tone.
Jamaican beef patties taste best when eaten hot and fresh, transitioning from hot to warm.
That fleeting heat creates urgency—you’ve gotta get to it while it’s still perfect.
This visual became the backbone of BEEF CAKE’S messaging. It plays into two key ideas:
This playful chase became a metaphor across the marketing: bold, cheeky, and full of motion.
A patty so good, it’s almost too hot to handle.
