Last week, you selected the name a food or drink establishment.

You are going to create a full suite of collateral, advertising, and interactive/web pieces for the restaurant you chose.

Your essential mission is to capture the concept, look, and feel of the restaurant in a compelling way to entice its client base to eat there.

The challenge: All type must be sourced from school fonts, Adobe Fonts (TypeKit), or Google, with no detriment to the visual design. If you want to deviate from this, you need to do so by explicit permission.

the project brief

You will ultimately be creating

  1. A new brand and set of brand guidelines for your restaurant.
  2. A set of mocked-up print collateral for the restaurant in question, based on your assessment of its needs. (At the very least, a business card, letterhead, signage, and one piece of merchandise—matchbook, t-shirt, what have you.)
  3. A single advertisement, which will appear in both the print and online versions of one of the following magazines:
    • San Francisco
    • 7×7
    • SOMA
    • Sunset
    • Gastronomica
    • Food & Wine
  4. A mockup of your restaurant’s website featuring at least the following pages:
    • Home
    • About / Concept / Mission
    • Menu
    • Press
    • Events / FAQ
    • Reservations and Contact
  5. The restaurant’s menu. The menu for your restaurant will not be printed; it will be on a tablet, and it will be interactive.
  6. An in-restaurant interactive experience (table screen, tablet, wall screen, projection…).


A beautiful proposal document (PDF) containing all of the following for presentation:

  • Competitive analysis: 
    • Research at least two other restaurants in the same genre/cuisine and at the same price point.
    • What visual elements do the websites of your competitor restaurants use to convey look and feel?
    • What makes your restaurant stand out from them conceptually? What’s special about it?
    • If there’s nothing special about it… what can you invent that’s special?
  • Research and analyze your restaurant. What is your target market?
    • Is it corporate-run or one person’s or family’s enterprise?
    • Identify your audience—what distinguishes your target market? For example: Is this a restaurant for local foodies/food snobs? For tourists? For rich people only? 
Concept Development:
  • Concept Ideation: 
    • Create a brainstorming wordlist or word cloud based on your research.
      This should attempt to define what the restaurant considers its defining features. For example: what are the attractive features about its cuisine? Is the mood fun or traditional? Is it colorful or sedate? Romantic or boisterous? Exotic or home-grown? Farm-focused or hedonistic? Clubby or egalitarian? Old-school or forward-thinking? Select three words from your list that will define your brand.
    • Create a visual mood board based on your wordlist.
      Mood boards are created for look and feel—think emotion. Include samples for color, texture, illustration/photography, and type.
    • Sketch at least eight branding options (new logos).
      Based on your mood board and word list, sketch at least eight branding possibilities—directions you might go in for a new logo. Remember that the logo has to work across all media and at all sizes, from signage to letterhead.

From the materials above, define as best you can (verbally) an elevator pitch for the direction of the new branding.


Joe’s Bistro is a highlight of San Francisco’s innovative foodie scene. With its intimate, richly-appointed space and 10-table capacity, Joe’s (under the direction of its Executive Chef, Joe Shmo) focuses on farm-to-table ingredients—especially locally-produced, sustainable, organic produce and seafood. Joe’s is a gathering place for those who care deeply about food to experience all the Bay Area has to order. Seating is limited and in demand. This is a destination restaurant that’s also a comfortable regular for locals.

  • Save your design as a PDF — yourlastname_resto1.pdf — and drop it off in my dropbox at the beginning of the next module.