Designed for Sodexo Dining Services, this project establishes the brand identity for Crave, a new late-night café concept at George Mason University. The scope included logo development, menu design, and window panel graphics, creating a cohesive system across physical and environmental touchpoints.
The direction focuses on energy, playfulness, and immediacy to reflect late-night dining culture. Bold color contrast and expressive typography were used to create high visibility and a distinct presence within the campus environment. Graphic elements, such as bite marks and utensil forms, were integrated into the identity to directly reference food while keeping the brand simple and memorable.
This approach was chosen to differentiate Crave from traditional campus dining brands, positioning it as a casual, approachable, and high-energy destination tailored to student habits and late-night activity.
