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.