Objective: Design a strategic visual identity system for a restaurant by combining research, storytelling, and brand strategy to create a cohesive and immersive dining experience.
What is GRIMMZ Eatery?
The brand identity I developed, GRIMMZ eatery, is a strategically crafted restaurant identity that merges immersive storytelling with experiential dining.
At GRIMMZ, we invite guests into a world where classic Grimm Brother’s fairy tales come alive through a unique sit-down restaurant experience that explores the haunting balance between light and dark within our childhood folklore.
View the process of creating this visual identity below, or view the final brand guidelines here!
The Process: Wordmark Creation
Inspired by blackletter typography, the wordmark blends traditional fairy-tale influences with a clean, modern aesthetic to create a sophisticated yet playful visual identity.
Wordmark Sketch Iterations
Final Primary Wordmark
Secondary Wordmarks
The two supplemental logo marks serve to visually distinguish the duality of the GRIMMZ menu, reinforcing the restaurant’s concept of exploring both light and dark interpretations of classic fairy tales.
Menu Design Prototype
The analog menu categorizes dishes into Helligkeit (light) dishes and Dunkelheit (dark) dishes, with the visual design intended to guide diners through a fairy-tale inspired, immersive dining experience.
Front of menu
Back of menu—"The Drinkz"
Inside menu—"The Bitez"
Website Design Prototype
GRIMMZ Website—Home Page
GRIMMZ Website—About Us Page
Helligkeit (Light Menu) Page
Dunkelheit (Dark Menu) Page
Final Deliverables: Prototype Applications
