PJ’s

Jun 2019 - Revised November 2021

Visual Identity, Branding, Typography, Packaging

is a restaurant that has proudly served Central Jersey since 1962. The redesign coincides with the restaurant’s renovations to match the new space. PJ’s seeks to expand its clientele without isolating established customers. The logo redesign revolves around the established pattern and color scheme. The new featured pan illustration accompanies the new letter mark logo.

This mock redesign project aims to revitalize and infuse visuals across stationaries. For this project, I revamped the visual design by trimming the checker pattern and using it strategically throughout. A pan in the native space was introduced and employed in branding and packaging..

The resigned logo forms a structured and versatile design system. At the same time, the recycled usage of a vibrant color palette allows the brand to remain authentic and create a familiar yet modernized customer experience.