VISUAL IDENTITY

Brand identity and custom-type logotype & logomark, signage, illustration, menus, website, social media, interior design for a new Asian-American Diner restaurant nestled in Downtown Manhattan.

THE BRIEF

Golden Diner is a classic NYC diner reinterpreted for today. An homage to the institution of the diner, Golden Diner set out to create a restaurant that was also a watering hole, a resting stop, a place where all are welcome. It is surrounded by the vibrancy and diversity of the surrounding neighborhoods of Chinatown, Little Italy, Lower East Side, which flavors can be found in their eclectic menu.

The branded design had to be the perfect balance of warm yet elegant, nostalgic but also #fresh2death. This tone is infused throughout every design choice—the logo inspired by 50’s Italian tin posters, the golden hues woven throughout the interior, the cheeky illustrations nestled in a royal blue double-stitched menu—a modern diner for the community.

THE SOLUTION

Beginning with the mission and brand tone (for the community) and a $*!t-ton of moodboarding, we crafted the brand identity and set the mood to create a warm, inclusive, and lively atmosphere infused into every piece of design. This translated into a jovial fat-bottomed custom type logo, hand-painted with a weathered gold fleck outline at their front door. Warm, rich colors that hit just the right blend of luxurious and welcoming. Cheeky menu illustrations woven between the pages like the pancake and burger clip art in an old diner menu.