Mellavo

Most of this brand's customers never see the room. The box arrives at a door, sits on a table for twenty minutes and gets photographed once. That box is the shopfront.

So the identity leads with a red and cream checkerboard rather than the mark. A pattern is recognisable at a distance, survives a cheap print, and can be cropped anywhere without breaking, which a logo cannot. The wordmark is a heavy geometric cut in cream, with a tomato sitting in the counter of the final o, set large and set once.

Everything downstream follows from that. The pattern is the brand and the wordmark confirms it.

The menu runs on a strict two size system. A name and a price at one size, the ingredients at another. No third size exists, which is what keeps a menu with forty items on it from reading like a spreadsheet.

Every printed item was specified for two colour work on brown and on white board, with the checker sized so it never falls awkwardly across a fold. Small detail, and the reason the boxes look bought rather than printed.