Part of what makes Mathallen unique is the fresh ingredients and local foods. We wanted to show those qualities in the design using illustrations of ingredients before they are prepared. This gives the impression that you know what you are getting, there are no "funny business".
We created a playful illustrated expression that can be used both as "chalk on blackboard" and on plywood, so it worked well on all surfaces. The illustrations gives a homemade expression that is a good association to Mathallen and all the different food and drinks they offer.
We used Mathallens profile fonts and colors to maintain a strong connection to the existing profile.