TMIM is a breakfast restaurant that is dedicated to serving The Most Important Meal of the day. As a fast food restaurant that solely serves breakfast, TMIM’s mission is to provide customers with a nutritious start to their day in a timely fashion. I created a brand identity and logo for this business, along with a web mockup, stationery, a tote, coasters, and a street sign.
My design process is shown below. I conducted a visual audit of a food service business of my imagination. The look and feel of the restaurant is sleek and modern. Simplicity rules this design, hence the abbreviated title. The color palette is inspired by colors found in breakfast foods, as well as the morning sun. The yellow circle can be interpreted as either a sun or an egg yolk, denoting the theme of breakfast.