The Full Load

The Full Load is a brand identity project created for a greasy spoon diner inspired by the nostalgic character and visual language of the Barbican Estate and the Barbican Laundrette in London. The project explores how architectural and environmental references can be translated into a cohesive hospitality brand experience tailored specifically to its location.

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The visual identity draws heavily from the laundrette environment, incorporating a colour palette inspired by vibrant orange formica surfaces and turquoise washing machines found within the space. The logo design takes influence from the circular forms of washing machine doors and dial interfaces, reflecting movement, repetition, and retro industrial aesthetics. Typography was developed in response to the semicircular motifs present throughout the Barbican Estate architecture, creating direct visual links between the diner’s branding and its surrounding environment.

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The project extended across a range of physical and digital touchpoints, including menus, signage, wayfinding, packaging, and a mobile app, resulting in a playful and immersive brand system rooted in nostalgia and place-specific design.

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Deliverables:

• Brand Identity

• Logo Design

• Menu Design

• Signage

• Wayfinding Design

• Packaging Design

• Mobile App Design

• Typography

• Art Direction