Designing a Restaurant Brand Where the Community Feels at Home
Griddled came to us with a name and a clear vision for their upcoming restaurant in Castle Rock. They wanted cool Colorado vibes, a family-friendly feel, and a visual identity that resonates with both younger and older guests. Our job was to translate that heart into a restaurant brand that feels cozy, modern, and unmistakably local. From there, we partnered with a local architectural firm to carry the vision into space planning and finishes. As a result, the owners could see, with confidence, what opening day would look like long before construction began.
A Fresh Start for a Brand-New Concept
With no existing logo, colors, or typography, we prioritized clarity and comfort from the start. Because “Griddled” could read like an outdoor brand without context, we set strict clarity goals: signal food and warmth at a glance, feel safe and welcoming for moms and kids, and offer a subtle nod to the Rockies.
The Melty Mountain Concept
Our designer explored three core ideas tied to the menu and the region: spatulas, mountains, and melty cheese. The first round of concepts was presented in black and white to keep focus on form and readability. Once the direction was chosen, color came in round two. This way, every choice served the story rather than distracting from it.
The selected logo blends a Rocky Mountain silhouette with a soft “melt” that hints at hot, griddled sandwiches. It is playful without feeling childish and confident without feeling cold. We paired it with a straightforward clarifier, Crêpes & Paninis, to ensure instant understanding of signage and wayfinding.
The Story Behind the Colors
The color palette was created to complement the existing vision for the logo, restaurant branding, and overall vibe of the space. Cool teals and slate tones communicate freshness and calm. They also hold up beautifully on small-format signs and digital menus. To balance that, we introduced a warm golden mustard that naturally evokes appetite and hospitality. This color echoes the golden tones of melted cheese, toasty bread, and warm lighting. Together, the contrast keeps menus and storefront graphics crisp, helps guests read at a distance, and supports a cozy-meets-modern feel the founders wanted.
Local Expert Collaboration
This project was a true team effort. We partnered with an experienced local architecture team, River Valley Architects, and their interior designer. This partnership enabled us to translate brand choices into material palettes, lighting temperature, and finish selections suitable for the space. We discussed color swatches, textures and styles, and mock-up store layouts so the visual identity would scale from signs to menu boards. When a need fell outside our lane, our client brought in the right experts to align around the same goal.
Expertise:
Brand Strategy | Visual Identity | Tagline | Color & Typography | Brand Playbook | Restaurant Branding | Food Service Branding | Color Psychology
The Story Told: A Welcoming, Colorado-Rooted Identity
Griddled now has a clear, Colorado-rooted visual identity that will synchronize the interior, signage, and guest experience from day one. The logo is instantly memorable, the color palette is inviting, and the typography balances personality with everyday readability. It is a restaurant brand that feels as comforting as the menu.
Best of all, the brand guide is theirs to carry across vendors, spaces, and seasons. Architects, sign vendors, printers, and future partners can all work from the same specs using the documented logo usage, spacing, color values, and image style. That reduces change orders, speeds approvals, and keeps every decision anchored to the brand narrative through build-out and beyond.
The Griddled project shows what happens when strategy, design, and expert partners rally around a single end goal. By aligning brand decisions before construction, we gave the whole team a clear playbook. This resulted in reducing revisions, speeding approvals, and creating a space that will feel as welcoming as the menu from day one.
That’s the heart of how we work: people-first, detail-obsessed, and collaborative with the right experts at the table. We’re passionate about serving brands that serve their communities and strive to make a difference. If you want a brand that feels like a home to your guests and is easy for your team to execute, we’d love to partner with you. Let’s map your vision, build a brand you’re proud of, and set your launch up for success. Contact the TMG team to start your brand strategy.
