Hospitality & F&B / 2022
Buono Buono
Hospitality identity and guest-facing communication
Overview
A hospitality-focused brand system shaped to give the restaurant a warmer, more recognisable presence across menus, photography, and customer touchpoints.
Buono Buono sits at the point where brand expression and practical communication need to work together. The project was about building a restaurant identity that could hold character in the room while staying usable in everyday formats such as menus, printed collateral, and launch material. Produced during Jason’s in-house role at NTDE as part of broader hospitality brand development initiatives.
Project Info
- 01 Role — Brand identity, menu design, restaurant communication
- 02 Year — 2022
- 03 Sector — Hospitality & F&B
- 04 Location — Dubai, United Arab Emirates
- 05 Status — Produced brand work
Strategic Objective
What needed to be communicated.
Buono Buono required a hospitality identity and communication system that could support customer-facing touchpoints during broader in-house brand development initiatives at NTDE.
Audience
- 01 Restaurant guests
- 02 Hospitality operators
- 03 Internal marketing stakeholders
Communication Goal
- 01 Improve menu readability across guest-facing formats
- 02 Create a warmer restaurant presence without losing usability
- 03 Support launch collateral across in-store and marketing touchpoints
- 04 Give operations and marketing a more coherent visual system
Information Architecture
- 01 Brand Character
- 02 Menu Hierarchy
- 03 Guest Touchpoints
- 04 Launch Material
- 05 Operational Collateral
Approach
How the system was shaped.
Create a hospitality identity that felt memorable and premium on first impression, while keeping menus and customer-facing material organised enough for day-to-day use.
Execution
- 01 Build a visual language that could move cleanly from identity into menus, print, and restaurant-facing collateral.
- 02 Balance warmth and personality with hierarchy, so the brand never becomes difficult to read or maintain.
- 03 Use photography, layout, and material cues as part of the same brand story rather than isolated outputs.
Selected visuals
Outcome
The result.
The result is a more coherent hospitality system that gives the concept presence beyond a standalone logo, with menus, collateral and launch touchpoints working as part of one recognisable guest experience.
Deliverables
- 01 Identity direction
- 02 Menu system
- 03 Restaurant collateral
- 04 Launch visuals
More work