GUILTY GRUB
GUILTY GRUB
Katey Stafford
Instructor:
GUILTY GRUB:
“A Criminally Good Time”
Our mission is to provide a space for discovery, storytelling, and enjoying every step and clue along in the journey. We provide a unique experience, taking show-theater and murder-mystery puzzles to the next level. Along the way, you’ll learn more about various cases, suspects, and motives in a puzzle-style that follows a similar format to the classic board game Clue, while also enjoying an assortment of foods and drinks.
Research
The original concept for Guilty Grub came from an observation in the rise in popularity around all things true crime. When trying to conduct a way of combining mystery and investigation with dining, both the classic murder-mystery dinner-theater experience, as well as the well-known board game Clue came to mind. The idea of “Dinner and a show” has been around since the Middle Ages, in which guests would celebrate with feasts that simultaneously alternated acts of a play with the various courses of food. Guilty Grub follows a similar timeline, with various clues and openings in the story at each stage in the dining experience. Throughout the research process, I also found that the board game Clue had historically became a staple for murder-mystery parties. From here, I envisioned what the experience would be when visiting the restaurant, and decided to look to these two historical outlets and combine the modern day fascination around true crime.
Timeline of Experience
The overall mission is to provide a space for discovery, storytelling, and enjoying every step and clue in the journey. Guilty Grub provides a unique experience, taking show-theater and murder-mystery puzzles to the next level. Along the way, you’ll learn more about various cases, suspects, and motives in puzzle-style that follows a similar format to the classic board game Clue, while also enjoying food and drinks. Upon entering, guests are seated and are greeted with their first clue while ordering their food for the night. The next clue is then introduced when guests are invited to choose from an array of specialty drinks. Finally, the experience concludes with the final clue once guests are ready for dessert, which then ties together the case file, and examines the remaining outcome. When beginning the project, I was originally stuck between the name Guilty Grub and Crime & Dine, Ultimately I chose Guilty Grub because I felt the flow was better due to the alliteration. I also gravitated towards Guilty Grub because of the natural shape of the letter G, and how it acts well as the ornament ending of a key.
Menu
When designing the menu, I chose names for the drinks and dishes that coincided with different crime and investigation words. The first clue is introduced when the audience receives their menus. I chose to place the clue on the back of the paper, so that it still had the problem-solving element of trying to find it, but not making it too difficult.
Packaging
For packaging, the to-go boxes and bags complement each other by bringing in the brands color pallet and patterns. I chose to make one bag displaying one of the patterns, while the other acts more subtle and clean with just the logo present. The original mixed drink is a special blend off of the menu, and is packaged listing the different contents, as well as sealed shut with a wax seal with the key logo present. For the to-go boxes, I chose to also add a wax seal sticker to hold closed the box.
Environmental
For the interior, I wanted to create a space that was both dim and industrial, so that guests are welcomed to a more mysterious environment. I first wanted to find a way of incorporating the information and steps for guests, so I chose to design the instructions on a chalkboard. Along with industrial-style seating area, I also incorporated a lineup against the brick stone, along with the logo and hashtag for guests visiting and interested in taking photos. Finally, I thought including a neon light of the Guilty Grub logo in the branding’s color would help bring a touch of light to the darker setting.
Advertising
For advertising, I wanted to create posters that played on the idea of crime more. I designed a poster for each stage in the dining timeline, with the first being an anatomy poster of a burger, made to mimic a scientifically labeled specimen. The dessert poster was designed to incorporate the same knife element used in the brands patterns. The drink poster was designed to mimic a chalk outline, commonly seen at crime scenes.
Collateral
For advertising, I wanted to create posters that played on the idea of crime more. I designed a poster for each stage in the dining timeline, with the first being an anatomy poster of a burger, made to mimic a scientifically labeled specimen. The dessert poster was designed to incorporate the same knife element used in the brands patterns. The drink poster was designed to mimic a chalk outline, commonly seen at crime scenes.
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