Reimagining the Modern-Day Diner

The Dexter’s identity is built on the essence of discovery, nostalgia, and bold simplicity. Inspired by the era of American diners, Dexter’s reimagines a familiar yet fresh space. Dexter's is a reimagined modern-day diner that feels familiar yet fresh, nostalgic yet new. Every detail—from the logo to the illustrations, the color palette to the typography—works together to create a brand that is real, relatable, and irresistibly inviting.

Illustrations and brand assets draw inspiration from community, spontaneity, and the joy of good food, making every touchpoint feel personal and inviting. Our goal was to use design to not only make people crave real food but also to convey the discovery of Dexter's.

Deliverables: Naming, Full Logo Suite, Visual Identity, Verbal Identity, Brand Experience, Merchandise, Menu and Packaging Design