We wanted to emphasize the nostalgic feeling of going to a diner. Our branding brought a fun and eccentric approach to the lovable diner experience. The new logo is open and inviting with a smile slogan below that reads “locally world famous,” to capture the brand’s local popularity and welcoming personality. The color palette is a nod back to diner favorites: egg yolk, pancake batter, tomato and marmite. We also designed menus, mugs, t-shirts and other merchandise to create a strong and recognizable brand experience across all locations. We kept the community at the forefront, visualizing the regulars, the commuters and everyone in between; designing to brighten the start of their day.