CLIENT ▸ Le Formal Restaurant, Aix-en-Provence, France
ROLE ▸ Brand Designer Freelance
SCOPE ▸ Logo Design, Restaurant Visual Identity, Print Materials, Menu, Business Cards
ROLE ▸ Brand Designer Freelance
SCOPE ▸ Logo Design, Restaurant Visual Identity, Print Materials, Menu, Business Cards
The Challenge
Define a restaurant identity balancing refinement and approachability
Create a visual language that translated seamlessly across physical and digital contexts
Position the restaurant around craft and intention rather than trend
Define a restaurant identity balancing refinement and approachability
Create a visual language that translated seamlessly across physical and digital contexts
Position the restaurant around craft and intention rather than trend
Strategic Approach
Prioritized restraint, typography, and materiality over decorative gestures
Built a visual language focused on rhythm, spacing, and tone
Designed with real-world durability in mind across menus and signage
Prioritized restraint, typography, and materiality over decorative gestures
Built a visual language focused on rhythm, spacing, and tone
Designed with real-world durability in mind across menus and signage
Creative Solution
Highly competitive mobile CPA market
Complex, performance-led product offering
Need to communicate trust, speed, and scale to partners and advertisers
Highly competitive mobile CPA market
Complex, performance-led product offering
Need to communicate trust, speed, and scale to partners and advertisers
Sytem & Scope
Highly competitive mobile CPA market
Complex, performance-led product offering
Need to communicate trust, speed, and scale to partners and advertisers
Highly competitive mobile CPA market
Complex, performance-led product offering
Need to communicate trust, speed, and scale to partners and advertisers
Key Results
Established a cohesive brand presence aligned with the restaurant’s positioning
Enabled consistent expression across customer-facing touchpoints
Delivered a flexible identity suited to daily operational needs
Established a cohesive brand presence aligned with the restaurant’s positioning
Enabled consistent expression across customer-facing touchpoints
Delivered a flexible identity suited to daily operational needs
Impact & Performance
Strengthened perceived quality across physical and digital experiences
Reduced reliance on ad-hoc design decisions
Supported long-term brand consistency as the restaurant evolved
Strengthened perceived quality across physical and digital experiences
Reduced reliance on ad-hoc design decisions
Supported long-term brand consistency as the restaurant evolved
Deliverables
Core brand framework defining tone, typography, and visual rules
Identity assets adaptable across menus, signage, and communications
Lightweight guidance supporting consistent day-to-day use
Core brand framework defining tone, typography, and visual rules
Identity assets adaptable across menus, signage, and communications
Lightweight guidance supporting consistent day-to-day use
Role & Leadership
Led brand direction and identity development from concept to implementation
Worked directly with the founder to align vision, positioning, and execution
Ensured consistency across print, digital, and in-space applications
Led brand direction and identity development from concept to implementation
Worked directly with the founder to align vision, positioning, and execution
Ensured consistency across print, digital, and in-space applications
Why This Works Matters
In hospitality, perception defines the experience before the first interaction.
A restrained, disciplined identity sets expectations and builds trust.
By treating the brand as a system rather than decoration, coherence is maintained across every touchpoint.
In hospitality, perception defines the experience before the first interaction.
A restrained, disciplined identity sets expectations and builds trust.
By treating the brand as a system rather than decoration, coherence is maintained across every touchpoint.
Designed a typographic logo grounded in proportion and restraint, reflecting the restaurant’s emphasis on craft, balance, and understated elegance
Need to elevate your restaurant's brand
with a refined, high-impact design?
with a refined, high-impact design?
