2019 – 2020

Proudly Welsh Sustainable Food

A close up of leafy basil
Design, Branding, Direction, Marketing, Campaign
Connor Lyon
To showcase my ability in creating in-depth branding, Mortar&Pestle was born — a humble and proudly welsh restaurant serving premium, locally sourced food. The challenge was to retain the premium lining of their service and entice an audience of mid-class foodies while remaining proudly welsh and welcoming to all.

By using a palette of silky muted colours and a modern typeface with rounded open characters, a solid balance between premium and humble has been achieved. A minimal tone-of-voice has been employed to give the brand confidence, free of the need to bolster and prove itself, instead allowing its customers to make their own judgement.
A business card behind an interesting glass texture
A sheep atop a hill with the valleys stretching out behind it
3 campaign posters emphasising the importance of local food and farmers2 Phones showing how Instagram posts and stories would show on screenA tablet scrolling through the website design for Mortar&Pestle
A close up of leafy basil
A freshly caught fish hanging from a fisherman's line
3 editorial layouts from the Mortar&Pestle MagazineThe Mortar&Pestle logotype outlined and overlayed on an image of foggy treesA collection of layouts from the brand guidelines and brand direction experiments
An example of the tone-of-voice for Mortar&Pestle's brand
Editorial eagle-eye view of 3 plates with apple crumble

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