Salt & Stone

Branding exercise

Branding exercise

Branding exercise

Leggett & Platt Corporate

Salt & Stone

Salt & Stone



Salt & Stone was an exercise in brand identity and applied branding taken from Reddit as inspiration for creating some design pieces. The challenge given was to create a brand and logo for an upscale restaurant and apply that brand to a functional design piece. I chose a menu.


Salt & Stone was an exercise in brand identity and applied branding taken from Reddit as inspiration for creating some design pieces. The challenge given was to create a brand and logo for an upscale restaurant and apply that brand to a functional design piece. I chose a menu.

The Overview

Example business cards

Example business cards

A mocked-up menu design

Coming to a Solution

I chose white over black as a primary brand color to highlight a clean feel, with a serif font to give a feel of established expertise. I chose to also give examples for a reversed and embossed logo, as those would be useful on things like business cards, paper items, or more business-focused deliverables.

For the menu, I researched the trends in fine dining, with a focus on the client’s request for “a sophisticated identity that highlights its blend of elegance, innovation, and culinary excellence.” I mixed in features from timeless luxury dining like a simple one-page sheet of choices, excluding photography, and more modern touches like a weathered leather front cover.

A mocked-up menu design