Building a modern neighborhood restaurant brand with subtle vintage character
web design Platform
ShowIt
scope
Brand Strategy, Visual Identity, Website Design
role
Lead Brand & Web Designer
timeline
2 months
1. Project Context
The challenge was to create a brand system that felt contemporary yet nostalgic — approachable, memorable, and scalable across physical and digital touchpoints.
2. Objective
3. Brand Strategy Foundation
Before designing, the foundation was clarified through positioning and attribute definition.
Guests choose neighborhood restaurants for experience as much as food. The brand must evoke warmth and familiarity while standing out visually.
- Welcoming
- Confident
- Playful
- Nostalgic
- Elevated
Jojo's Bistro is a modern neighborhood bistro with a warm, subtly vintage personality.
Audience Insight
Positioning Statement
Core Brand Attributes
4. Translating Strategy Into Visual Direction
Each visual choice reflected the balance between modern and vintage. The goal was to ensure the brand felt curated, not themed.
Warm, inviting color palette → supports neighborhood accessibility
Custom brand pattern → reinforces memorability and cohesion
Subtle vintage references → layered through texture and illustration
bold typographic treatments → create strong street-level presence
Iconography and illustration elements to enhance personality
04/ Iconography & Graphic System
Supporting pattern system for menus, packaging, and web accents
02/ Pattern & Graphic System
Primary logo with strong typographic presence
01/ Logo System
5. Brand Identity System
The identity system was designed to extend across environmental and digital applications. The system balances character with usability.
Defined color palette adaptable to print and digital formats.
03/ color system
About section designed to reinforce personality and neighborhood warmth without overwhelming the user.
04/ Brand Story Integration
Section structured to quickly highlight what sets JoJo’s apart within the local restaurant market.
02/ Trust & Differentiation
Designed to immediately communicate location, atmosphere, and primary actions with strong visual hierarchy.
01/ Homepage Architecture
6. Website Experience
The website translates the restaurant’s physical atmosphere into a structured digital experience. UX decisions focused on clarity and speed — essential for hospitality environments.
Menu layout optimized for readability, scanning behavior, and appetite appeal across desktop and mobile.
03/ Menu Presentation System
7. Brand Implementation & Rollout
Strategic Purpose
Ensure a cohesive and recognizable brand presence across both physical and digital environments. The rollout was designed to translate JoJo’s personality beyond the logo — reinforcing memorability, consistency, and atmosphere at every customer touchpoint.
Applications
- Digital platforms (website and social media)
- Environmental signage (menu boards and window vinyls)
- Print collateral & packaging (business cards and deli papers)
- Branded merchandise (t-shirts and caps)