Independent project
3-month engagement
Full brand and website launch
Creating a Cohesive Identity and Digital Experience for a New Dining Destination
The Challenge
A new restaurant concept was gaining momentum locally but lacked a consistent visual identity and online experience. The owners needed a brand system and website that captured their vibrant, social atmosphere while being intuitive for staff to manage and update.
The Process
Brand discovery: Conducted visual and tonal explorations to define the restaurant’s personality, target audience, and aesthetic direction.
Identity Design: Created a cohesive design system of color, type, and imagery that reflected the restaurant’s ambiance and energy.
Digital Strategy: Mapped key customer journeys—from menu browsing to reservations—to drive engagement and conversions.
Implementation & Enablement: Built a custom Squarespace theme and trained staff to easily manage content and promotions.
The Solution
Leading both UX and brand direction, I designed a unified identity and website that blend sophistication, warmth, and usability.
Brand Identity: Established a distinct look and feel that translated seamlessly from signage and menus to digital interfaces.
Website Experience: Designed and implemented a responsive Squarespace site emphasizing essential customer actions: view the menu, book a table, and purchase gift cards.
Visual Storytelling: Curated imagery and lighting to convey the restaurant’s inviting, social energy and modern aesthetic.
Ease of Management: Configured editable content sections and documentation to empower non-technical staff to update menus and events independently.
The Results
Consistent visual identity across print and digital platforms
Responsive, customer-focused experience optimized for mobile discovery and reservations
Streamlined content updates with no developer support required
Increased engagement through clearer calls-to-action and storytelling visuals
Key Insights
Creating a successful restaurant brand means balancing atmosphere and functionality. A visually cohesive experience—paired with simple, maintainable systems—can turn a local venue into a lasting destination.
Let's Build Something Better!
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