Mill & Grill
Illustration • Logo Design • Motion Graphics
Design Challenge
Develop brainding and environmental design around a restaurant.
Target Audience
This restaurant was developed for families with or without children.
Design Narrative
Mill & Grill is a hibachi-style breakfast restaurant. Its tagline is farm fresh every day, which evokes the fresh, local, organic, and sustainably sourced ingredients that they cook with. The brand is very rustic, family-friendly, and has to convey the restaurant’s main dish: pancakes. Although the restaurant is located right outside Saint Augustine, it has a few strong competitors such as Schmagel’s Bagels, Anastasia Diner, The Blue Hen Café, and Sweet Water Café. However, whenever a new restaurant comes to the small town of Saint Augustine, a flock of tourists and locals get excited to get to know the new place. Therefore, the restaurant has a chance to attract a new audience both with locals and visiting families to get to know a more rustic and local side of Saint Augustine. The design challenge for Mill & Grill encompassed the creation of a name, a tagline, a logo, a complete visual identity, wayfinding, and a website. The designer decided to use a monochromatic palette ranging from a light brown, ochre, and bright yellows to allude to the buttery pancakes, and the sun for this breakfast-serving restaurant.
