Poached Brekkie House
Comprehensive Brand Identity & Digital Experience
Tools Used
Challenges
- Develop a visual identity that balanced youthful playfulness with professionalism for a broad demographic.
- Design consistent brand collateral across multiple touchpoints while keeping the experience cohesive.
- Define a memorable voice and social identity for an emerging local restaurant.
Solutions
- Created dual logo variations — a fun, showy version for promotional materials and a refined one for professional use — both anchored by a bold yet minimal color system for versatility.
- Built a unified design system across print and digital materials, including custom menu shapes, signage, and packaging. Established clear guidelines in a brand standards manual to maintain consistency.
- Developed the brand’s tone of voice and messaging, introducing themed social content such as #WaffleWednesday and #Caturday to foster engagement and align with the brand’s friendly, humorous tone.
My Role
This project centered on creating a complete brand identity for Poached, a modern breakfast and brunch restaurant concept located in Spokane. The goal was to build a fun, approachable, and contemporary brand that resonated with a younger demographic — primarily college students and early-career professionals. The identity blends playful energy with modern simplicity through geometric type, clean layouts, and an inviting “egg yolk” yellow palette that reflects warmth and optimism. Every visual and verbal element was crafted to create a memorable and cohesive dining experience.
As the Brand Designer and Creative Director, I oversaw the full creative direction — from concept to delivery. I designed the logo system, color palette, typography, and brand voice, as well as a full suite of collateral including business cards, punch cards, signage, and both seasonal and daily menus shaped to reflect the logo for a strong user experience. I also designed the website in Photoshop (pre-Adobe XD) and developed an interactive prototype in InVision to visualize brand interaction online. Beyond the visuals, I defined the tone and social strategy, giving Poached a distinct, playful personality across all channels.
Disclaimer: The designs and branding materials showcased here were fully conceptualized and developed by me. They are presented for portfolio purposes only and may not reflect the current branding or operation of Poached.