The Brief: I was tasked with designing a full brand identity system for an Actual Source restaurant: wordmark, typography, colour palette, art direction, menus (print and digital), takeaway packaging, signage, website, social visuals, and merch that would feel like collectible design pieces. The brand needed to be minimal, bold, experimental, and highly editorial, with a custom or modified wordmark as the cornerstone and typography doing most of the heavy lifting. The restaurant is aimed at design-conscious diners and creative students who care about both visual culture and good food, so the experience had to feel elevated yet approachable.