Juliet's Diner

Brand identity · Custom illustration · Exterior signage · Menu design · Print collateral · Art direction

Client

Juliet's DIner

scope

Art direction for a local diner

year

2017

duration

2 weeks

Overview

The brief.

Juliet's Diner is an authentic mid-century American diner concept (established 1953) that merges classic 1950s retro Americana with vintage pin-up culture. The brand pairs nostalgic interior design with striking, classic pin-up character illustrations.

The Challenge

Custom local diner identity & illustration concept

Juliet’s Diner was a concept developed for a local diner, inspired by the atmosphere and visual language of the classic jazz era. I wanted the identity to feel nostalgic and distinctive, while avoiding the typical retro-diner look.

A custom illustrated character became the centerpiece of the brand, appearing across the exterior signage, menus, and other applications. The vintage-inspired typography, warm colour palette, and illustrated graphics were designed to create a cohesive personality from the street to the table.

Although the project ultimately never moved forward, I was particularly happy with the custom illustration and how it gave the diner a memorable visual identity.

the solution

Overview → Challenge → Solutions → Outcome

I developed a visual identity built around a custom illustrated character, using vintage-inspired typography, warm tones, and bold graphic elements to capture the feel of a classic jazz-era diner. The identity was designed to work consistently across key touchpoints, including exterior signage, menus, and printed materials, creating a recognizable and cohesive brand experience.