Building a neighborhood restaurant brand with timeless character
Creative Direction • Brand Strategy • Brand Identity • Illustration • Packaging • Menu Design • Website • Signage • Apparel
Creating a visual identity inspired by vintage delis, handwritten menus, and the comfort of a familiar local favorite.
It earns it through familiarity, the feeling that it's always belonged there. The challenge was to build a visual identity that felt welcoming, established, and memorable from the very first visit.
A neighborhood restaurant doesn't earn loyalty through branding alone.
Creating familiarity from day one.
Designing for nostalgia without looking nostalgic.
Rather than recreating a vintage restaurant, the brand borrows the cues people already associate with neighborhood favorites: hand-drawn illustrations, simple typography, paper packaging, and an intentionally understated color palette. Every decision was made to feel familiar instead of trendy.
The identity extends beyond a logo into a complete visual system. Custom illustrations, typography, patterns, and packaging work together so every customer touchpoint feels unmistakably Jojo's.
A flexible identity built for everyday moments.
Whether ordering online or dining in, every interaction was designed to feel cohesive. The website carries the same warmth and simplicity found throughout the physical space.
Extending the brand beyond the storefront
