Tastee’s Brand Identity

Tastee’s Brunch & Catering Mock Rebrand

This project was done in collaboration with Marianna Bilous and Mackenzie Kukurudz

Tastee’s needed a visual identity that differentiated them from their sister business, communicated a modern and comfortable brunch atmosphere, and applied consistently across every platform they operate on.

Year 2026
Type Brand Identity — Mock Rebrand
Client Tastee’s Brunch & Catering, Brandon MB
Deliverables Logo, Colour System, Typography, Brand Applications
Audience Families, office workers, retirees
Tools Illustrator, InDesign, Photoshop, Lightroom, Figma

Tastee’s Brunch & Catering is a modern brunch restaurant established in fall 2025 in downtown Brandon, Manitoba. Despite a strong community presence, the brand lacked a distinct visual identity — existing visuals borrowed from a sister business created a confused, outdated impression that didn’t reflect the warm, welcoming experience the restaurant actually offers. The goal was to develop a cohesive brand system from the ground up: a redesigned logo, a refined colour palette, considered typography, and a visual language that could travel consistently across print, digital, and social platforms.

Initial hand-drawn logo sketches for Tastee's Brunch and Catering exploring wordmark, monogram, and illustrated icon directions

Logo Iterations

The logo development began with extensive hand sketching — exploring everything from typographic wordmarks and monogram letterforms to illustrated icons rooted in food and nature. Early directions investigated oval frames with botanical elements, script lettering, and various treatments of the letter T. From these initial sketches we identified two promising directions: a wreath-based monogram and a sun icon concept, both of which felt warm, approachable, and distinctly different from the existing Tastee’s Ice Cream and Grill identity. We moved these two directions into digital exploration, refining the forms and testing them at scale.

Refining the direction

With the sun icon direction gaining traction we pushed further into digital refinement — testing the icon alongside various T monogram treatments, adjusting the botanical elements within the sun form, and exploring how the mark worked across different scales and backgrounds. The sun motif was chosen for its dual meaning: it references the warmth of a morning brunch and the fresh start of a new day, while the organic botanical element growing from within communicates the restaurant’s commitment to fresh, community-focused food. Once the icon was resolved we turned our attention to the wordmark, testing Libre Baskerville in combination with Poppins to find a pairing that felt both trustworthy and modern.

Digital logo iterations for Tastee's Brunch and Catering exploring monogram T with wreath motifs and sun icon variations leading to the final concept

Final Logo

Final Tastee's Brunch and Catering logo featuring a sun and botanical icon alongside the wordmark in dark green

The final logo brings together the refined sun icon and the Libre Baskerville wordmark with Poppins as a supporting typeface. The diamond star motif between “Brunch” and “Catering” echoes the geometric quality of the sun’s rays while adding a considered typographic detail. The full colour system — anchored by Forest Green and supported by warm earth tones — communicates freshness, warmth, and approachability across every application.

Tastee's Brunch and Catering brand guidelines showing logo system, colour palette, and typography pairing of Libre Baskerville and Poppins

Client One Page Cheat Sheet

To ensure the client could apply the brand consistently without needing to reference the full guidelines document, we created a condensed one-page brand reference. This cheat sheet covers the primary logo usage, colour values, typography hierarchy, and key application rules — everything needed to maintain brand consistency across day-to-day touchpoints like social media, printed menus, and signage.

Mock Ups

The brand was applied across a range of physical and digital touchpoints to demonstrate how the identity system performs in real world contexts. Apparel, packaging, stickers, and takeout containers were all explored — each application reinforcing the cohesion of the visual system and confirming that the logo and colour palette translate effectively at every scale, from a small sticker to a large tote bag.

Tastee's Brunch and Catering brand mockups including tote bag, paper bag, sticker, takeout container, t-shirt, apron, and branded mug
Tastee's Brunch and Catering touchpoints including Facebook profile mockup, exterior signage, menu design, business card, catering one-sheet, and brand pattern

Touchpoints

Beyond physical packaging and apparel, the brand system was extended to cover the full scope of Tastee’s customer-facing communications — including social media profiles, exterior signage, printed menus, business cards, and catering one-sheets. Each touchpoint was designed to feel consistent and recognisable while being appropriately adapted to its context. The tile pattern developed for the brand adds visual richness to larger format applications like the Facebook cover image and the restaurant exterior.

Proposed Website Landing Page

Visit the prototype here

The proposed website landing page was designed in Figma to demonstrate how the brand identity translates into a digital experience. The design follows a clear StoryBrand structure — leading with a strong hero statement, addressing the customer’s problem, and guiding them toward action through the menu and catering inquiry. Typography, colour, and layout all follow the established brand system, ensuring a seamless experience between physical and digital touchpoints.

Tastee's Brunch and Catering proposed website landing page design showing hero section, menu items, and catering information
Tastee's Brunch and Catering UI kit showing logo system, colour palette with hex values, and typography scale using Libre Baskerville and Poppins

UI Kit

Visit the prototype here

To support future development of the Tastee’s website and digital assets, a comprehensive UI kit was built in Figma documenting the full design system — logo variants, colour tokens, typography scale, button states, and brand components. The UI kit ensures that any future designer or developer working on the Tastee’s brand has everything they need to maintain consistency without starting from scratch.

Outcome

A brand built to last.

The Tastee’s rebrand delivered a complete visual identity system that gives the restaurant a distinct, cohesive presence across every platform it operates on — one that finally reflects the warm, modern brunch experience it actually offers. Working through the full process from research and sketching through to digital refinement and application gave me a deeper understanding of how a brand system needs to function not just as a visual exercise but as a practical tool for a real business and its team. This project reinforced my belief that good design is always in service of something larger than itself.