The core challenge was visually communicating a concept restaurant brand—Salty Sprout—as a fresh, high-quality alternative to traditional fast-food competitors. Developed around the objective of designing typography in context, the project also incorporated new restaurant trends from 2020 that emerged due to COVID-19 pandemic quarantine restrictions.

Inspired by a greenhouse image featured in the initial moodboard, the strategic concept centered on establishing an authentic hydroponic farm-to-table micro-green restaurant identity. To build a comprehensive brand foundation, the ideation phase utilized word lists, Gestalt Principles, mind maps, SWOT analysis, and the creation of a brand mission statement. Process sketches, sketch thumbnails, and refined drawings of elements, symbols, and compositions were then systematically developed to guide and communicate the underlying thought process.

Cohesive Visual Components: The core brand design components were defined across multiple touchpoints, establishing a distinct color palette, custom typography, illustrations, patterns, icons/symbols, and photography.

Typography in Context: To fulfill the primary project objective, typographic applications were designed for real-world environments, featuring a primary typemark, environmental graphics, and a dedicated mission sign.

Menu & Signage Systems: Physical and environmental branding assets were created to support the dining experience, including an outdoor sign, a vinyl sign, an overhead menu, and a table menu.

Integrated Web Development: In addition to the physical and print identity elements, a corresponding digital presence and website were created for the project during a WebDev 1 course.

The completed project successfully delivered a cohesive brand identity that visually communicates a fresh alternative to fast food. By combining research and process sketches with adaptations inspired by 2020 quarantine restrictions, the portfolio piece showcases a versatile identity spanning physical signage, menus, environmental graphics, and web design.

Client: Salty Sprout (Fictional Restaurant Brand)

Industry: Food & Beverage / Farm-to-Table Hospitality

Project: Typography in Context, Brand Identity & Web Design