Scratch F&B identity
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A care-free identity for Pittsburgh-based Scratch Food & Beverage takes cues from the restaurant’s “Appalachian mashup” menu, ad hoc interior, and casual atmosphere.
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We worked with artist PeteGamlen to develop a hand lettered logo and suite of illustrations for use across menus, social media, and collateral, as well as original signage, wallpaper, and other wayfinding.
![](https://el-images.imgix.net/724c5d9c62feaa509c22c9d68d2753a63da23dc8-2000x1600.jpg)
Menus were risographed in one color on colored paper, making them feel unique but keeping printing costs low.
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![](https://el-images.imgix.net/caf364b66c86deac543102e707d14acfe7fb7671-2000x1600.jpg)
![](https://el-images.imgix.net/cfa4753258a1eb71cad6aa0da7b96377e45a4b84-2000x1500.jpg)
![](https://el-images.imgix.net/ee46e6be8947b7bfb768319ae8944f5a1fcb8c73-2000x1500.jpg)
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Wherever possible, we reinforced Scratch’s community connections within its branding, such as in this illustrated wallpaper, which intersperses neighborhood building facades between other Scratch-related imagery.
![](https://el-images.imgix.net/731096aa7f3e1fd4ee4df46fd546384f46a75b03-2000x1600.jpg)
Responding to Scratch’s desire to serve as a community hub, we also designed a website that functions as an announcement board for the restaurant and its neighborhood. The site’s header reflects the time of day and whether Scatch is open or closed.
![](https://el-images.imgix.net/dbe8b55f767d420ec955384b428df6005e393b32-2000x3150.gif)
Beyond handdrawn illustrations and lettering, we installed handpainted signage throughout the space to keep all aspects of the brand warm and homespun.
![](https://el-images.imgix.net/859f30318170e8e3d9081efdd834acf74334eb03-2000x1500.jpg)
Illustration and lettering by PeteGamlen
Risograph printing by Directangle
Wallpaper printed by Spoonflower