art13 identity system

The brand needed to signal “new journeys, daily” without feeling loud, techy, or like a typical restaurant identity.

I delivered a complete brand foundation and rollout system: brand story + attributes, logo family (primary/secondary/monogram) with rationale, a refined typographic and color system, tone-of-voice rules, and a set of portfolio-ready applications that translate the identity into real-world touchpoints.

Art 13 started as a clear idea: a culinary experience center and melting pot for novel concepts coming from the goodBytz ecosystem. Sometimes internal, sometimes collaborations where guests can return and find a new journey that fits their mood.  I treated the brand like an exhibition identity: the food is the artwork, the menu is a curated drop, and the design system is the quiet structure that makes experimentation feel premium and trustworthy. Success meant building a toolkit that could scale from posters and menus to packaging and UI-like labels without ever becoming noisy or inconsistent. So I anchored everything in a tight set of attributes (Artistic, Futuristic, Elegant, Natural/Organic, Curious/Experimental, Minimalistic), then translated those into specific design decisions: a flexible logo family, a nature-forward palette with a deliberate accent strategy, and a confident, curiosity-led voice that keeps the experience inviting rather than “marketed.”