AnchorGraFX Design Co.est'd 2019 · Omaha, Nebraska
Restaurant & Hospitality
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Project Creative Brief
Restaurant & Hospitality Design

PURPOSE: In the restaurant and hospitality space, visual identity is the first course. It sets expectation before a single dish arrives. The more I understand your concept, your guest, and the experience you're building, the better I can create a visual system that draws people in, makes them feel something, and brings them back. Work commences upon receipt of a 50% deposit via paypal.me/anchorgrafx.
Concept & Identity
01
Who Are You?
What is your restaurant or hospitality concept? What is the full name, and do you have a tagline or want one developed? What type of cuisine or experience do you offer? Are you a single location, a growing concept, a food truck, a bar, a catering company, or something else? How long have you been in business, or is this a new venture?
02
Your Objectives
What is driving this project? Grand opening? Rebrand after a pivot or ownership change? Expansion to a second location? New menu direction? Franchise development? What do you need the design to accomplish in the next 90 days?
03
Desired Results & Guest Experience
How do you want guests to feel the moment they encounter your brand — on a sign, a menu, an Instagram post, or a takeout bag? What should the visual experience say before the food arrives? Describe the atmosphere and emotional tone of your space as you envision it.
Audience & Market
04
Target Market
Who is your ideal guest? Describe them — age range, income level, dining occasion (date night, family meal, business lunch, late night), cultural background, neighborhood. Are you primarily dine-in, takeout, delivery, or a mix? Who do you want coming through your door, and why?
05
Competition
Who are your primary competitors in your market — local independents, regional chains, or national concepts? What do they do well visually? Where do they fall short? Why should a guest choose you over them, and how should your design reflect that differentiation?
Design Direction
06
Success Criteria
How will you define a successful project? Increased foot traffic? Better table turn rate? Catering inquiries? Social media growth? Press coverage? Franchise interest? Be specific about what "this design worked" means for your business.
07
Project Voice
What should your identity communicate? Warm and neighborhood-rooted? Upscale and refined? Rustic and handcrafted? Vibrant and celebratory? Sleek and modern? What personality should your brand have, and how should guests feel when they see it?
08
Color Preferences
Do you have existing brand colors, or is the palette open? What is your favorite color and why? What should be avoided and why? How do your interior colors, signage environment, or cuisine influence what's appropriate?
09
Gauging Perception
Name a restaurant or hospitality brand — local or national — whose visual identity you genuinely admire and explain what you like about it. Then name one that is widely successful but whose aesthetic you personally don't connect with, and explain why.
10
Equity
Where do you want your concept to be in ten years? Beloved neighborhood institution? Regional brand? Franchise system? Seasonal or destination concept? How should your visual identity be built to grow into that vision?
11 — Keywords
Select all that apply to your brand identity.
12 — Brand Positioning Scale
Mark where your brand should fall on each axis.
Pole A VerySomewhatNeutralSomewhatVery Pole B
CasualFine Dining
NeighborhoodDestination
Rustic / OrganicSleek / Modern
AffordablePremium
FamilyAdult / Sophisticated
PlayfulSerious
13
Additional Input
Anything not covered above — your origin story, chef's background, cultural inspiration, seasonal concepts, food photography style, interior design direction, or any visuals that help clarify your vision. Email additional assets to jeff@anchorgrafx.com.
14 — Deliverables Checklist
Check all that apply to this project.
15
How Did You Hear About AnchorGraFX?
Were you referred by a past client, found us through social media, a web search, a portfolio site, or somewhere else? Knowing how you found us helps us understand where our work is making an impact.