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Branding guide

First write down who your restaurant is: its name, its promise, who it serves, how it talks and which colours people know it by. Then use the 12-step list to carry that into the logo, the menu and social media.

What does this tool do? Helps you decide who your restaurant is and what it promises before you spend money on a logo and design.

How it works

Fill in the 5 fields of the brand card, or press «Load example»: «Grandma’s Kitchen — home cooking in Narimanov, lunch in 15 minutes».
Tick the steps on the 12-item list: two logo versions, 3–4 colours, menu design, staff training.
Show the finished card to your designer and staff so everyone builds the same brand. The card is kept in this browser.

Brand card

Fill in five fields — before you pay for a logo.

Brand nameThe name guests will remember.In one sentence: what do you sell and why buy it from you?This is your brand promise — the same on the menu, the sign and social media.Who is your main guest?Age, when and why they come.How do you talk? (3 words)One tone on the menu, on the phone and on social media.Main colours (2–3)The same colours on the logo, menu, uniforms and packaging.

12-step brand list

To carry the brand card into the logo, menu, staff and social media.

List

7 elements of visual identity

1.Logo

2.Color palette

3.Fonts

4.Photography style

5.Menu design

6.Social media templates

7.Packaging design

Brand card filled in

0/5

List items done

0/12

List progress

0%

Look elements

7

What is a brand?

Visual identity

Logo, color, font, menu, interior and packaging.

Language and tone

How you speak on the phone, in the menu and on social media.

Culture and values

What your team makes customers feel and what they protect.

Brand statement examples

The freshest seafood in Baku, in a calm family setting.

Fast, affordable, filling lunch — perfect for a workday.

A modern take on Azerbaijani cuisine — for special evenings.

Social media strategy

Instagram: build brand recognition through visual and atmosphere content.

TikTok: short kitchen and service videos to reach more people.

Google business profile: show up in search and maps, reply to reviews.

80/20 rule: 80% value-driven content, 20% sales-oriented content.

AI INSIGHT

AI insight will appear after calculation

Dedicated service

Let’s build this together

The first step is a free diagnostic: we look at the menu, costs, staff and opening plan with you, then build the system together.

Write on WhatsApp

DK tip

Write your brand statement first, not your logo. Going straight to design before defining your target audience, service tone and menu language leads to expensive rework 2-3 times over.

Useful links

Blog

Restaurant Branding Concept