Mint and Craft
This centrally-located restaurant serves top-quality food for the fast and casual hunger on the move.
The Client
Having several other very successful restaurants, this new concept was brought to life to attract a specific audience who needed a meal on the go, between meetings, or simply didn’t have the time to sit.
The Challenge
This being a new restaurant concept, we needed to create a brand that agreed with the local lifestyle as well as shared the core values of the business model. A brand that can be adopted by the local community while still allowing for future growth.
The Strategy
The brand strategy was focused on creating a brand that was relatable yet still signaled high value. This approach allowed the brand to maintain pricing power due to the high-quality, locally-sourced ingredients and still be the “fast and casual” solution that the public needed. The strategy walked this fine line in order to not devalue the products for the guests or lose positioning in the marketplace.
The Design
Based on the strategy, the design was created to signal the fresh food and atmosphere of the restaurant while communicating the core brand messaging. The design reflects the mint leaf in a minimalistic approach that is divided into several shapes to resemble an aerial view of local crops where they source their ingredients.
The Creative Solution*
By developing a solution that relates to the audience and signals a larger meaning beyond just the food, we strategically focused on the story behind each bite and created an icon that is easy for the mind to remember for future decisions. This has made a very strong position for this business within the market.
The Results
Mint and Craft gained a more ownable restaurant and marketplace identity that balanced speed with freshness, quality, and care. The system helped the experience feel polished without losing the ease people expect from a fast-casual local favorite.
The Shift
Mint and Craft gained a more ownable restaurant and marketplace identity that balanced speed with freshness, quality, and care. The system helped the experience feel polished without losing the ease people expect from a fast-casual local favorite.
*Learn more why our solutions drive results.
What Improved
Fast casual felt higher quality.
The brand signaled fresh food, care, and quality without slowing down the quick-service promise.
The concept fit a busy local lifestyle.
The identity spoke to people needing good food between meetings, errands, and daily movement.
The brand protected perceived value.
A more polished system helped the restaurant hold a premium feel within a casual format.
The visual system matched the food.
Color, language, and identity cues helped make the concept feel crisp, bright, and easy to choose.
– Shanny C., Co-Owner
