A huge part of the ‘Classic American diner feel’ are mascots and illustrations, so I decided to illustrate an anthropomorphic sandwich mascot and use that as the face of the brand. Accompanied him with bold, curvy type and used his peace sign hand for a smaller scaled logo.

I also created some illustrations of the food that is served.

Like the logo, I wanted rest of the branding to match that American diner aesthetic. So, for the Menu I included a checked pattern, illustrations of the food options and paired the chunky text with a cursive font for that homemade feel. I used the same aesthetic for the packaging and poster designs.