Brand Filtering & Identity Design

The vision of what your food or beverage concept will be may only exist in your mind’s eye, or you may have a binder full of ideas and inspiration. Perhaps the storefront or retail space has been secured and the design and architecture are underway. What ties it all together?

There has to be be a real brand with a story or a strong message that can be packaged and sold, whether to investors, to guests or to the media. The package is shaped by a guiding principal, an organizational hub from which all other factors radiate, like spokes on a wheel. This is your brand filter. From the brand filter comes the identity of the concept, which is the visual and figurative representation of your idea.

We guide clients through this process to help them see a clear organizing principal, to define their brand filter and messaging, and lead them into identity development and design. From this process, guidelines are created and messages is written. The overarching goal is to build the foundation for your vision that binds concept, menu, and decor, and ultimately shapes the experience that your guests will have.

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