Joe’s Grill is a full re-brand of the popular local breakfast joint with four locations in main areas of Vancouver. The establishment is already well known and beloved, so the design is meant not to stray too far from what is well recognized. The logo is set in Simplifica, with equally simplistic line illustrations. The colour is set in black and white with hints of egg yolk yellow as a nod towards its all day breakfast and massive breakfast menu. The feel is contemporary and witty and is carried out through its branding identity, collateral and advertising campaign.