Easton’s — Brand System v1
Cold Lake, AB · Smash burgers · Round 1
1a
Brand foundations
Logo use, colour, type, texture, motifs
Primary wordmark
Do
Sit it on cream or ink. Give it clearspace equal to the height of the “E” on all sides. Keep the paper edges — they are the brand.
Don’t
Don’t recolour, outline, add a drop shadow, or straighten the letters. Don’t place it on a photo without a cream plate behind it.
On ink — cream plate
The mark never sits directly on ink and is never knocked out or inverted — it rides on a cream plate with clearspace equal to the height of the “E”.
Naming
The brand is Easton’s. “Kitchen” is dropped from the mark. Where a descriptor is needed, set it small and separate: Smash Burgers · Cold Lake
Poster Red
#CE2C3B
Berry
#96263A
Press Ink
#241F1C
Newsprint
#F2E4CF
Paper
#FAF1E2
Mustard
#E8A317 · live only
Type
Smash Burgers
Rye — display only. Headlines, prices, the odd shout.
Hand cut tallow fries
Oswald — subheads, menu item names, buttons, labels.
Quarter pound of ground beef pressed thin on the flat top, choice of cheese, lettuce, pickles, onions and burger sauce.
Archivo — body, descriptions, everything long.
Motifs
O
P
E
N
Cut letter chips: one glyph per cream tile, alternating red and ink, rotated 1–3°. Use for one word only, never a sentence.
Serving now
The live pill. Mustard dot only ever means “the window is open right now.” Never decorative.
Awning rule — the red/cream stripe. Divides sections. 18px bands, scale with the artboard.
Home page — three directions
All three carry the live “where’s the truck” widget above the fold
1b
The Poster
Cut-paper texture extended into headlines · loud carnival voice · no photos required
1c
The Window
Clean vintage complement · warm neighbourly voice · photo-led (needs 4–6 shots)
1d
The Board
One page, no photos, dry voice · status first, everything on one scroll · cheapest to keep current
1e
Menu page
His real menu, restructured. Works with or without photos.
TodayMenuScheduleCatering
The Menu
Everything made to order on the flat top. Cash, debit and tap at the window. Prices include GST.
Burgers
Classic Smash Burger
$10.75
Quarter pound ground beef, choice of cheese, lettuce, pickles, onions, burger sauce.
Make it a double — $15.75
Mozza Smash Burger
$10.75
Quarter pound ground beef, generously topped with mozzarella. Lettuce, pickles, onions, burger sauce.
Make it a double — $15.75
Taco Smash Burger
$9.75
Quarter pound ground beef with toppings of your choice, folded into a grilled tortilla.
Fries & Chili
Chili Fries
$7.99
Hand cut tallow fries topped with chili, mozzarella and crunchy onions.
Side 16oz $7.99 · Main 32oz $13.99
Hand Cut Tallow Fries
$2.49
Small $2.49 · Large $4.00
Bowl of Chili
$10.99
A hearty bowl of homemade chili with loads of beef and a mild heat.
Smoothies
100% real fruit
Fruit
Mixed berry
Mango
Strawberry
Mango
Strawberry
Milk
Whole milk
Coconut milk
Coconut milk
Small 8oz
$4.49
Medium 12oz
$5.99
Large 16oz
$7.49
Treats & Drinks
Ice Cream Sandwich
$3.25
Jumbo Mr. Freeze
$1.79
Pop & Iced Tea
$2.89
Bottled Water
$1.25
Pepsi · Coke Zero · Root Beer · Dr. Pepper · Orange Crush · Grape Crush · Cream Soda · Iced Tea
1f
Find the truck
The live widget, its three states, and the week view
Placeholder stops — no schedule yet. Swap in his real rotation when he has one.
Embedded map — Google Maps pin, Cold Lake
{{ statusLabel }}
{{ statusPlace }}
{{ statusDetail }}
This week
{{ day.dayFull }}
{{ day.place }}
{{ day.hours }}
Plans change with the weather. Facebook always has the last word — the site pulls today’s stop from the same place he posts it.
Widget states
Serving now
Kinosoo Beach
Open until 8:00 pm · 6 min away
Window closed
Back tomorrow
Wednesday, 4 Wing main gate · 11 am
Private event
Booked out today
Back at the marina Tuesday at 11
How he updates it
One field in a phone-friendly admin: pick today’s stop from a saved list, set the hours, hit save. Everything on the site — hero, map, footer — reads that one entry.
One field in a phone-friendly admin: pick today’s stop from a saved list, set the hours, hit save. Everything on the site — hero, map, footer — reads that one entry.
1g
Facebook & Instagram
Cover, profile, and three post templates he can refill weekly
Facebook cover — 1640 × 856 (keep type inside the safe area)
Profile — 512²
The full wordmark is unreadable at 40px. Use the single cut “E” on poster red.
Post A — where we are today
Today
Friday · 11 am – 8 pm
Kinosoo Beach
Post B — the food
Food photo — square crop
Chili Fries
Tallow fried · scratch chili
$7.99
Post C — announcement
O
P
E
N
Smoothies are back.
100% real fruit, from $4.49.
100% real fruit, from $4.49.
Easton’s · Cold Lake, AB
1h
Print
Truck-side board, handheld card, business card, stickers
Truck-side board — 24 × 36 in
Burgers
Classic Smash
10.75 / 15.75
Mozza Smash
10.75 / 15.75
Taco Smash
9.75
Quarter pound, smashed on the flat top. Cheese, lettuce, pickles, onions, burger sauce.
Fries & Chili
Chili Fries
7.99 / 13.99
Tallow Fries
2.49 / 4.00
Bowl of Chili
10.99
Smoothies · 100% real fruit
Mixed berry · Mango · Strawberry
8oz 4.49 12oz 5.99 16oz 7.49
Pop · Iced tea · Ice cream sandwiches
eastonskitchen.ca
Handheld card — 5.5 × 8.5 in
Classic Smash Burger
10.75 / 15.75
Mozza Smash Burger
10.75 / 15.75
Taco Smash Burger
9.75
Chili Fries
7.99 / 13.99
Hand Cut Tallow Fries
2.49 / 4.00
Bowl of Chili
10.99
Real Fruit Smoothies
4.49 / 5.99 / 7.49
Pop & Iced Tea
2.89
eastonskitchen.ca
(780) 207-7791 · Cold Lake, AB
Business card — 3.5 × 2 in, both sides
Smash burgers · Cold Lake, AB
Find the truck
eastonskitchen.ca
eastonskitchen.ca
(780) 207-7791
facebook.com/eastonskitchen
facebook.com/eastonskitchen
Stickers — 3 in
Easton’s
Cold Lake, AB
Chase
the truck
the truck
E