Brand Identity
Brand identity for a modern fire-grilled restaurant concept
OVERVIEW
Ember & Ash is a self-initiated concept project for a modern, fire-grilled restaurant built around live-fire cooking — everything grilled, smoked, or charred. The brief was to make "primal" cooking feel contemporary rather than rustic-cliché, avoiding the usual reclaimed-wood, mason-jar visual shorthand of BBQ branding. The result is a bold, high-contrast identity built on a dark char background, a saturated ember-orange accent, and a condensed display typeface strong enough to hold up on signage and menu boards.
The guidelines cover the full identity system: a flame-derived logo mark with construction grid, a four-color palette (Ember, Ash, Char, Cream) with defined usage rules and tint scales, and a two-typeface hierarchy pairing a bold display face for headlines with a clean sans for body and menu copy. The system was designed to flex across applications — from menu design and signage to packaging and social content — while staying direct and confident, echoing the brand's "cooked over fire, nothing else" philosophy.