I only eat beige food.
So when we were asked to create a business and design their identity, I jumped on the opportunity to create a restaurant that was a carb lovers dream come true.
The idea behind Beige is to start with the foods that everyone loves, the comfort foods, the favorite foods from their childhood, the things they spot on the kid’s menu and wish they could order. Then, use the highest quality ingredients to make them in a sophisticated, gourmet way. Think, aged artisan cheeses in your mac and cheese, or a fresh crusty bread for your grilled cheese sandwich. It’s going back to the basics, then upgrading them.
The identity and system for the company reflect this back-to-basics idea as well. The use of craft paper and stamps creates a look that is not overdone, but still is upscale enough to fit the audience.