Brunch is another product of my time at the School of the Museum of Fine Arts (Boston, MA). The goal was to come up with a business and develop a brand for it. I invented the restaurant, Brunch, which, as the name suggests, serves brunch every day, all day. The idea behind Brunch was a farm-to table menu in a rustic, industrial setting.

 

The first step was creating a logo. My initial thought was something involving the outline of a mason jar, however those can be overdone so instead I decided to use a milk bottle. The bottle still has that rustic feel to it, but looked a bit more unique. I chose to use a handwritten typeface, Learning Curve Pro, for the company name, and placed it sideways inside the bottle . The typeface matched well with the simple outline of the milk bottle and the brand identity I was shooting for. For colors I chose simple black and white with coral for a pop of color.

 

When it came time to then use the logo, I ended up a few variations. For the business card I couldn't decide which color combo I liked best, and, in the process of choosing one, I found that I liked the variety when placed together. Therefore I ended up with four different versions, one for the main business card and then one for each main players in the restaurant: owner, general manager and executive chef. I again changed the logo up a bit on the letterhead and envelope. Wanting a more horizontal look for each, I ended up using the milk bottle as a solid and placing all text left aligned, on the right side of the bottle.

 

The last piece for the project was the menu design. The solid version of the milk bottle logo worked best here. I then used simple coral lines as a reference back to the outline logo for a border and divider. For text I used the same handwritten typeface, Learning Curve Pro, for the menu headings and variations of Gotham for the menu items and descriptions. Lastly, instead of being placed in a book or laminated, I pictured menus for Brunch being attached to simple wood clipboards so I made sure to leave some extra space at the top to take that into account. In all, I believe the overall brand identity came together nicely and would fit well with the restaurant I imagined.