Concept identity · Identity + applications
The long table
A shared table, two settings and a central plate. The long rule can become a menu divider or packaging band without repeating the whole symbol.
Give it room.
Keep clear space of at least one quarter of the symbol width on all sides. Use the horizontal lockup at 240px wide or greater; switch to the symbol below that.
Keep the shape.
No stretching, bevels, shadows or rotation. Use the reversed artwork on dark backgrounds. Leave the symbol intact; decorative applications can extend its graphic device.
Colors and contrast.
These are the core colors used by the concept website. Supporting colors belong in graphics and large surfaces; use ink on paper for body text.
#FFF1DA#123844#EE765B#321A16Use the action color to identify the next step, not every heading. Preserve light and dark hierarchy when a layout becomes one color.
Digital files use sRGB. For print, ask the vendor to convert using their output profile and approve a physical proof.
Type choices.
Display: Georgia, serif.
Body: Arial, sans-serif.
Make room at the table.
Aa Bb Cc · 0123456789Use sentence case for messages. Reserve capitals for short labels. Start body copy at 16px on screen or 10pt in print, with generous line spacing.
The kit uses system-font stacks and includes no font binaries. Primary lockups contain font-independent outlines. Separate editable-type variants are in the ZIP. Check font substitution before revising those layouts.
Sound like the business.
Warm, appetizing and easy to share. Short menu-like lines, with a little butcher-counter wit.
Good company. Better seconds.
Keep out of the copy
Invented menus, prices, allergy assurances, event availability, or claims of family history not verified.
Layout rules
A long horizontal rule becomes the table. Warm serif headlines, double-rule menus and receipt-like summaries organize the offer.
Photography direction
Food as served, preparation hands, shared tables and the real venue when supplied. Avoid plastic-looking food composites.
Social graphics.
Editable square, story and landscape compositions. Open any asset to inspect it full size, then export an sRGB PNG for your publishing platform.
Print layouts.
A double-sided card and useful field sheet carry the identity beyond the screen.
Vehicle layouts.
The same mark, message and graphic device on a vehicle. Keep the side recognizable at a glance and the rear simple enough to read when parked.
Motion rules.
Menus ease into place once in 240ms. A prepared gathering summary settles like a receipt. No bouncing food or looping steam.
Keep people in control
Respect reduced motion with a settled static state. Never hide information until it animates, move keyboard focus, hijack scrolling or flash a warning.
Use the same rhythm
Small feedback: 180ms. Section entrance: about 280ms. Ease out cleanly. The longer brand-specific movement happens once, not on a loop.
Download files.
34 files, including business and campaign collections: symbol and lockup variants, an identity sheet, three social layouts, two card faces, a field sheet, two vehicle views, tokens, color values, guide and manifest.
