The assignment is the first project the junior-level students design. They first develop a unique concept and name for a restaurant. The next step is to design a logo, menu, and packaging for the restaurant. Packaging includes a takeout box and shopping bag; students can add other elements such as specialty food or drinks for purchase.

The class works as a group to discuss original concepts and names for their restaurants. Extensive research is conducted on the food and drink that the hypothetical restaurant will serve, as well as the clientele, location, interior design, and pricing. Students also research existing restaurants with similar themes, as well as imagery and typography that might influence the overall brand identity. Students develop a logo, which is then applied to the packaging and other collateral materials. They also design menus with real dishes and drinks.

In this project, the students complete an comprehensive brand identity for their restaurants. This identity encompasses a wide variety of design skills, including illustration, logo design, page layout, and 3-dimensional graphics. It also helps them understand the concept of retaining a consistent theme and aesthetic throughout a branding campaign.