Junction 59

Junction 59 is a new restaurant concept that blends modern dining with a rustic, community-driven atmosphere. The goal was to create a brand identity and logo that captured the essence of connection, warmth, and sophistication while standing out in a competitive food and beverage market.

Role: Sr. Graphic Designer

Tools: Illustrator, Photoshop

Objective

Develop a cohesive brand identity that:

Reflects the restaurant’s name and concept of “junction” as a meeting point.
Appeals to a diverse audience seeking a modern yet approachable dining experience.
Works seamlessly across digital and physical touchpoints (menus, signage, social media).

Design Challenge

The challenge was to balance modern aesthetics with rustic charm, ensuring the logo and branding conveyed both sophistication and approachability. The identity needed to be versatile for multiple applications while maintaining strong visual recognition.

Research & Inspiration

Market Analysis: Studied competitor branding to identify gaps and opportunities.
Mood Boards: Explored themes of connection, travel, and industrial design to align with the “junction” concept.
Typography & Color Exploration: Tested fonts and palettes that evoke warmth and modernity.

Concept Development

Logo Design: Created a minimalist wordmark combined with a subtle graphic element inspired by railway junctions and directional lines, symbolizing connection and movement.
Color Palette: Warm earthy tones paired with deep neutrals for a sophisticated yet inviting feel.
Typography: Selected clean sans-serif fonts for modernity, complemented by subtle serif accents for character.

Final Deliverables

Primary Logo & Variations (horizontal, stacked, icon-only)
Brand Guidelines (color codes, typography, usage rules)
Applications: Menu design, social media templates, signage mock-ups, interior decor

Impact

Established a strong, memorable brand identity that resonates with the restaurant’s concept.
Provided a scalable design system for future marketing and promotional materials.
Positive feedback from stakeholders on the clarity and uniqueness of the brand.

Takeaways

Versatility is crucial: Designing a logo that works across multiple mediums ensures brand consistency.
Research drives creativity: Understanding the market and audience informed every design decision.
Simplicity wins: A clean, meaningful design creates lasting impressions.