The St. Joe Company approached Maximum to brand a new restaurant and cafe concept within their community WaterColor. We crafted the name Scratch Biscuit Kitchen & Cafe to convey their “made from scratch” philosophy. By adding ‘kitchen’ we were able to tie in the comfortable, casual feeling associated with your own kitchen, and ‘cafe’ to convey the restaurant is not just for breakfast. Our team of designers researched the burgeoning popularity of trendy biscuit restaurants, their environments, and target market profiles.
The scripted-style logo compliments the simplicity of the name and alludes to the restaurant decor and casual, welcoming atmosphere. Adding a vibrant, but “down home” color palette and a selection of collection-worthy promotional swag made for a winning combination.