Cafe Gratitude Branding Graphics
The branding concept unified the experience at all the restaurants, while maintaining each one's personality so it never feels like part of a chain. The simplified the multitude of graphics systems with a single logo that allowed each restaurant to add its own location. Choosing a friendly and informal font for the logo that retains a handmade quality, and added a secondary sans serif font that improved legibility. Kept green as the brand color for obvious reasons, then chose a shade that evoked wheatgrass, the quintessential Café Gratitude offering.