Restaurant Group Branding
One restaurant, two moods. The identity switches from cream on fig by day to fig on cream at night, using the same logo and grid.
Self-initiated projects, designed and built to show how I approach this kind of work.
The challenge
A restaurant that serves both lunch and dinner can feel like two different places. The usual answer is a second sub-brand, which doubles the printing and splits recognition.
What I did
- Inverted the palette instead of creating a second identity: cream on fig during the day, fig on cream in the evening, with the same logo and grid.
- Kept the accent colour for specials and seasonal dishes only, so it always signals something new.
- Set menu text at a 16px print equivalent in both versions, so the evening menu stays easy to read in low light.
The result
A concept project with no real restaurant behind it. The idea worth taking away is the inversion: one flexible system is easier to recognise, and cheaper to print and maintain, than two separate ones.
Live demo
This is the working interface, not a screenshot. Every control works, so try it out.
Logo system
Palette
Click a swatch to copy its hexTypographic scale
Applications
Day menu
Cream ground, Fig ink, single column — reads like a lunch note, not a rate card.
Night menu
Same layout inverted to Fig ground with Saffron rules for the tasting sequence.
Packaging
Kraft bag, one-colour Saffron stamp, no laminate.
Signage
Wordmark reversed out of Fig by day, lit from within after dusk — one mark, two shifts.
Rules the brand runs on
- 01
One mark, two shifts
The identity flips Cream-on-Fig to Fig-on-Cream at sunset instead of switching to a sub-brand.
- 02
Saffron marks the kitchen’s choice
The accent only ever touches specials and seasonal notes — never a fixed menu item.
- 03
Legible at arm’s length
Menu body copy never drops below 16px equivalent in print, day or night version.