Goldenrod

Brand Development | Designer

Scope + deliverables

Market research, concept development, name, logo, exterior/outdoor sign, door signage, behind-the-counter menu, table menu, additional assets.

Vibe

Minimal and bright, elegant but laid-back, warm and inviting yet not quaint. Create a sense of fun, surprise, and playfulness. Family-friendly, but a place Twin Cities folks would want to drive to and hang out.

Audience

Urban dwellers—including families with young kids—looking for a weekend drive destination and rural neighbors looking for more options.

Goldenrod sandwich board
behind the counter menu mockup
handheld menu mockup of menu on table
kids menu mockup on table with cereal

Inspiration

I drew inspiration from elegant, bright diners and bakeries. I wanted to develop a brand that would evoke the sense of childhood delight you get from finding a toy in a cereal box—the same feeling I get when I find a hidden gem in a rural space.

Moodboard for restaurant brand featuring loose, colorful assets