This branding project aims to create a strong visual identity for a Jamaican street food restaurant. The goal was to visually translate the raw, vibrant and authentic energy of street food, drawing inspiration from Jamaican culture as well as from the urban environments where food, music and people naturally come together.

The visual identity is built around a direct and expressive graphic language: bold typography, strong contrasts, textures and spontaneous compositions. Together, these elements create a visual universe that feels intentionally raw, lively and grounded, reflecting the intensity and authenticity of street food culture.

Among the elements that shape this system, a mural made from torn vintage posters enriches the visual language. Inspired by urban walls where posters overlap, age and tear over time, it introduces texture and narrative to the identity. Used as one component within the broader system, it reinforces the street-driven and organic character of the project.

Designed as a flexible graphic system, the identity can be applied across the restaurant’s different touchpoints — posters, menus, packaging and signage — while maintaining a strong and recognizable visual presence.