KabsDiner
Felt before it’s explained.
A casual diner in a market where everyone sells the same way. The brief covered the whole brand: logo, colour, type, packaging, menu naming, social voice, and the website it all ends up on.
The market describes. It doesn’t seduce.
Casual dining brands around the market all sell the same way. They describe the food. Ingredients, discounts, delivery apps. Nobody sells the table, the feeling of already missing the best seat in the room.
Two diners drive the brand. The hometown local finally finding a place that matches their standard, and the city explorer willing to travel for the right vibe. Both are taste-driven. Neither can be talked into anything, so they have to be shown.
01
The market describes; it doesn’t seduce. An identity that behaves like a personality wins by default.
02
Dish names are free media. A menu written in unmistakable Naija slang doubles as a social-content engine.
03
The room is the product. Every asset should make you feel the place before you’ve read a word about it.
A destination. Not another place to eat.
The brief was a place people travel for. The identity is loud where it counts and quiet everywhere else: a hand-brushed signature for the name, a retro display face for the headlines, plain type for everything the food is already saying. The same system runs on a takeaway bag, a neon-lit wall and a Saturday night reel.
The kind of place you stop explaining and just bring people to.
Combination mark
The K is the part that survives being shrunk. Below a certain size the full signature turns to mush, so the standalone mark takes over.
Kabs Diner
Rage Italic
Shege Pro Max
CC Kumy
Good food. Good drinks.
Grotesque sans
Six colours, and a rule for where each one goesColour
#DC3712
Every plate is a poster.
The menu is named in unmistakable Naija slang, so each dish becomes a conversation starter, art-directed to carry the feed on its own.
It leaves the kitchen on brand.
The takeaway system is built around the food sleeves: fry sleeves, burger wraps and boxes cut from the same identity, so the brand travels the whole city with each order.
01
One sleeve, one wrap, one box and one bag, all cut from the same drawing. Cream stock, ketchup red, and the signature used once on a surface and never twice.
Packaging
02
The bar
A signature cocktail and mocktail list, each poured into the branded kabs.bar can. Cut out and stood on the palette, the list reads as a range rather than three photographs of the same drink.
Every drink leaves the bar in the same can.
03
The voice
Three caption modes keep the voice consistent without a copywriter on call: the Statement, the Name Drop, and the Blank, for when the photo is already a sentence. Chef Kabs, the client-approved mascot, carries the jokes, and she moves too.
Secondary logo reveal, built in After Effects for launch teasers.
04
The room
The identity carries through the chef, the lifestyle and the shared table. That is the atmosphere the brand promised.
The brand didn’t stop at the logo.
I designed and shipped kabsdiner.com: an oversized-type storefront, a menu that reads like a highlight reel, a Sunday at Kabs reservations moment, and full responsive down to the phone. Same voice, same system, now a product people book a table on.
“They are so cute. I like them.”
9
Brand surfaces shipped: identity, packaging, menu, apparel, signage, website, social, motion
17+
Dishes and drinks named and art-directed as a content engine
1
Live website designed, built and shipped: kabsdiner.com
Good food. Good drinks. Great nights.