Simpsons

Brand identity and illustrations for a cafe in Dundee, to complement the redevelopment of their premises.

A flexible system was developed, integrating an illustrative symbol that embodies the three generations leading the family business.

A table set with salads, wraps, a drink, and a graphic that reads 'Honest, real food'

Brand Identity

Illustration

Circular logo with the words 'Simpsons' around a stylised plant with three leaves.

Using a muted, earthy colour palette and subtle typography, premium materials were prioritised to mirror the business's core values.

A custom illustration showcasing the family allotment was created, highlighting the cultivation of natural produce. Further illustrations were developed for a cookbook, that includes recipes for some of the cafe’s most popular dishes.

Light green background with the word 'SIMPSONS' in dark green capital letters and a small leaf and branch illustration above the text.
Close-up of a restaurant table with food and drink, blurred menu, and a paper with a logo and text.
A wooden table set with various dishes, including grilled sandwiches, salads, a wrap, and small bowls of food, along with cutlery, condiments, and a menu labeled 'Brunch'.
A drawing of a sandwich with lettuce, tomato, and slices of roast beef on a plate.
A wooden table holds a lunch menu, a small bowl of sauerkraut, a bottle of kombucha, a jar of orange juice, and a cast iron skillet with sliced bread.
Close-up of a person's hand spreading sauce on a sandwich.
Drawing of three bananas with black spots and a shadow underneath.
Person holding a menu with coffee, tea, cold drinks, and juice options, sitting at a wooden table.
Illustration of a person in a coat planting a sapling on a light green background with the text 'Committed to using local produce, including our own.'
Front view of a café called Simpsons located at 27 Exchange Street with a teal sign and large glass windows showing the interior dining area.
A stack of cookbooks on a wooden surface, with the top one titled 'Simpsons Honest Food' by Claire Simpson, featuring a sandwich on the cover.
A sketch of a slice of cake on a white plate.
A drawing of a loaf of bread with one slice cut and placed next to it, a bread knife, on a plain white background.
A green background with a white oval logo featuring a plant with three leaves and the words 'Simpsons' surrounding it.
A cookbook open to a recipe for courgette and banana cake, with an illustration of a banana at the bottom, next to a plate with a slice of crumbly cake and a fork, and a cup of coffee in the background.
Illustration of two onions, one larger and one smaller, with visible layers and a small shadow beneath them.
A wooden table set with condiments, a menu, and dishes of food including a salad and fries, with a jar of orange sauce and a small bottle of hot sauce.
Hand-drawn illustration of a blue bowl filled with soup on a matching saucer on a plain background.
Illustration of a small plant growing from the soil, with a shovel leaning next to it.
Open cookbook with illustrations of a loaf of bread and a knife on a page.
Open cookbook showing recipes for Huevos Rancheros and Beetroot Avocado on Toast. The pages have text instructions and small illustrations of the dishes.
Next Project
Illustration of garlic bulbs and cloves on a white surface.

Work created at Creative Graffix

Photography: Grant Anderson