Playbooks, guides, and case studies to help you launch faster — and a little wiser.
Concept & Brand Starter — Playbook
Purpose
Give restaurant founders a practical framework for building a brand that guests actually care about — one that stands out in a noisy market and stays true to your concept’s soul.
No jargon, no mood boards that look like perfume ads — just structure, story, and style that work.
1. Positioning
Before you pick fonts, pick a fight worth winning.
- Define your target audience — locals, tourists, niche tribes.
- Identify your competitor set — the obvious and the sneaky ones.
- Clarify your USP — what you do better, different, or with more heart than the rest.
2. Naming
A great name is half poetry, half practicality.
- Brainstorm ideas rooted in your concept, story, or origin.
- Test for memorability, pronunciation, and spelling — bonus points if people can say it after wine.
- Check availability: domains, trademarks, and social handles.
3. Brand Identity
Looks matter — meaning matters more.
- Logo: minimal, versatile, legible on a napkin or billboard.
- Color Palette: hues that match the mood of your cuisine, not your designer’s playlist.
- Typography: a headline font with confidence, a body font with manners.
- Imagery: photography and illustration style that make people hungry before the food arrives.
4. Storytelling
Guests buy stories, not menus.
- Origin Story: why this restaurant exists — the “why” behind your plates.
-Brand Voice: tone that fits your world — casual, premium, playful, or poetic.
- Tagline: a short, sticky promise guests can remember without Googling.
5. Touchpoints
Every interaction is a conversation with your guest.
- Guest-Facing: signage, menus, uniforms, website, social media.
- Operational: packaging, labels, invoices, staff docs — the silent side of branding.
- Marketing: ads, promos, partnerships — the louder side.
6. Deliverables Checklist
When we’re done, you’ll have a brand that feels inevitable.
- Brand Positioning Statement
- Restaurant Name (legally cleared)
- Logo Pack (primary, secondary, icon)
- Color & Typography Guidelines
- One-line Story + Tagline
- Basic Brand Book PDF