Overview

I developed the full brand identity for Flannel, a restaurant rooted in comfort, community, and a modern take on country-inspired dining.

Flannel was designed to feel less like a themed restaurant and more like a place you already belong. The idea centered around hospitality as identity—building a brand that reflects warmth, inclusivity, and a sense of familiarity, while still feeling distinct within Philadelphia’s restaurant scene.

The visual direction pulls from traditional, rustic cues but avoids feeling overly nostalgic or kitschy. Instead, I focused on creating something more personal and human:

• A hand-drawn logo and type system that feels imperfect in a deliberate way—adding character and approachability.

• Textural elements and tactile details that echo the feeling of worn-in materials and lived-in spaces.

• A warm, grounded palette that reinforces comfort without leaning too heavily into cliché “country” aesthetics.

This system carried through everything—from menus to interior elements—creating a cohesive experience that feels consistent, welcoming, and homey from the moment you walk in. It’s designed to feel like a place that brings people in and makes everyone feel welcome.