AfterMorning: Restaurant Branding

Identity

AfterMorning (aka AM) is a fictional, full service, fine dining, brunch bar in DC and serves elevated breakfast toasts and other fancier versions of breakfast foods like eggs benedict and pancakes.

AfterMorning prioritzes a slow morning without interruptions.

Design Decisions

I wanted to encapsulate the luxurious feeling of fine dining in my design by utilizing script, serif, delicate lines, and gold. Since fine dining is seen as delicate and sophisticated, I tried not to overcomplicate the design and used fine detailing.

The restaurant’s goal is to create a relaxing yet classy environment, therefore my logo avoids clutter and has a nice flow of curves, creating a simple, yet elegant design.

November, 2025