Hospitality / Restaurant
A visual-identity and content case study showing how Martine’s mark, wordmark, space, food, and service moments belong to one recognisable world.
Client overview
Measurement context / Public Instagram post count / 15 September 2026
Martine moves between daytime café, lunch, evening wine and tapas, and Sunday brunch. The engagement connects logo and identity development, creative direction, content creation, and social-media handling so the wordmark, space, imagery, and posts feel like expressions of one recognisable hospitality world.
Inside the work
Martine moves across coffee, lunch, drinks, and a shared table. The visual identity needs to hold these changing moments together without forcing them into one repetitive template. The redesigned wordmark is the anchor; the photography supplies the shifts in pace and atmosphere.
The earlier wordmark relied on fine serif letters and a grey brush stroke for its silhouette. The new version puts that presence into the letters themselves: broad forms, deliberate spacing, and a cleaner edge. The comparison is about how the name behaves in use, not simply which version feels newer.
A table with several dishes and glasses says something a tight product crop cannot: Martine is a place to spend time. Other frames move closer to a plated dish, a pour, or a guest. Together they let the audience understand the room, the service, and the details within it.
Breakfast, wine, cocktails, and food preparation create a varied content library. The role of creative direction is to keep those different subjects inside a recognisable visual world through selection, framing, and hierarchy. That gives the brand a rhythm that can continue after a single campaign moment.
Creative Direction & Branding
The logo redesign is one part of Martine’s broader branding system, alongside typography, composition, image treatment, and creative direction.
Brand direction
The identity extends through typography, hierarchy, composition, image treatment, and repeated layout decisions. Those relationships let food, drinks, interiors, and service moments vary while still feeling connected to the same Martine personality.
Logo redesign
The approved design rationale uses a wide geometric sans serif to create a strong modern presence. Its bold wordmark is intended for immediate recognition and lasting impact, while clean construction keeps the mark direct and legible. Balanced letter rhythm gives the composition stability and visual harmony rather than relying on decorative complexity.
What existedthe name appeared in a fine, widely spaced serif wordmark set across a diagonal grey brush stroke. The contrast between precise letterforms and a gestural background gave the mark an expressive, layered appearance.
What changedthe brush stroke gives way to a bold, wide geometric wordmark. Heavier letterforms and more consistent spacing let the name carry the composition on its own, creating a cleaner silhouette that remains distinct across different brand applications.
The earlier wordmark paired delicate serif lettering with a gestural brush stroke. That combination had an expressive quality, but the new direction asked the name itself to do more of the work. Martine appears in many contexts—from a quick glance at a social post to a menu, a sign, or a digital interface—so the identity needed a clear, recognisable core that would not depend on a decorative backdrop to hold its presence. A wide geometric sans serif gives the wordmark a stronger silhouette and a more contemporary tone, while its cleaner construction helps the letters stay distinct at smaller sizes.
Balanced letter rhythm keeps the full name feeling composed rather than crowded or irregular. The goal is not to remove personality; it is to put that personality into a form that can be repeated consistently, leaving photography, colour, and composition room to express the changing moods of the venue. That matters for a hospitality brand that moves between café, lunch, wine, tapas, and brunch. Each moment can have its own atmosphere, but the name should still anchor them to the same place. The redesigned wordmark is therefore a foundation for the wider visual system, not a standalone makeover.
Creative direction
Creative direction carried the identity into real hospitality moments by setting a consistent approach to subject, framing, atmosphere, composition, and selection. The venue, dishes, drinks, people, and service could each have their own character while still contributing to one clear and recognisable brand world.
Content Creation and Social Media Management
Consistent hierarchy, framing, type treatment, recurring formats, planning, publishing, account handling, and community management turned the identity into an ongoing social system without making every post identical.
Source and verification
The project association is supplied by the research brief. Brand assets are first-party. The public Instagram post count was recorded on 15 September 2026.
