MJ's Cafe

IDENTITY | COLLATERAL | PRINT

MJ’s Cafe was a family-run restaurant that served mostly students and office workers in the Civic Center of San Francisco, California. Despite having a diverse selection of budget-friendly food options, the restaurant's location near the Tenderloin discouraged some prospective customers from ever setting foot inside. The manager approached our design team of five to work towards improving their brand image by producing a new brand logo and various new collateral items in order help the business feel more friendly and inviting.

The challenge of this project was redesigning MJ's brand identity to be more hospitable. Our logomark solution took inspiration from their slogan, "Simple Pure Taste" by pairing contemporary typography with a flowing, organic logomark. We then took product shots of popular food items to hang inside MJ's to upgrade the quality of its trade dress. Using these product shots we created food icons and incorporated them in various collateral.