Visual Identity
Café Planplan
A hand-drawn identity
Substrat, building an identity from the ground up
Services
Print materials, Visual Identity
Field of activity
Restaurant consulting
Date
May 2026
Tools
Figma
The starting point
Context
Substrat is the project of a restaurant consultant who grew up between the tables of a family bar-brasserie. With rare hands-on expertise, she launched her independent consulting practice to help restaurants, bars and tea rooms improve their flow and profitability. A brand to build from scratch, for someone who knows exactly what she wants to say.
The Mission
Goal
Create a complete and lasting visual identity for a consultant starting out, a brand that is both professional and warm, reflecting her hands-on roots without sacrificing elegance, and that can live coherently across all touchpoints: print, digital, social media.
Color palette
The complexity
Challenge
The name Substrat carries a powerful meaning: what everything grows from, what nourishes while staying invisible. This richness was precisely what made the work difficult. The challenge was twofold: create a logo that's immediately legible in the restaurant world, while honouring the depth of the name without spelling it out.
What we built
Solution
An identity built on a 5-colour palette rooted in the terroir. A two-family typographic system, a logo where every element tells the brand's story.
Final result
A complete and cohesive visual identity, including the logo, color palette, typography, graphic elements, and their application across various formats, including business cards.
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