Branding Project: Mill & Grill
Mill & Grill - farm fresh everyday, is a differentiated breakfast restaurant. Its chefs cook the freshest ingredients right in front of their customers. Under the premise that breakfast is for everyone and every family, Mill & Grill's audience is as broad as it can be: anyone who loves breakfast! They do not only sell food, they sell experience and make memories. The clients can take home their homemade secret recipe pancake batter and imported syrups.
The clients wanted a memorable name and that is when the designers thought of Mill & Grill. A simple and easy to remember brand name. It is catchy, sophisticated, cheesy (in the good way), and playful. The same thought process came to mind to design a tagline that was catchy and that embraced the brand's vision: farm fresh everyday. Freshest ingredients and a consistent quality to M&G's products.
Since the brand is marketed towards families and people who want to have a good time while enjoying freshly made breakfast, it was reasonable to put Mill & Grill's signature pancakes in the logo. The colors were chosen to resemble butter, pancakes, and syrup, a monochromatic color palette is more appealing to the eyes and easy to remember. The slab serif evokes a farmstyle aura and the script font brings back the handmade and customer experience that the brand wants to bring.
