INDAY
INDAY
Fast-Casual Restaurant, Wellness
Brand + Creative
Branding, Menu, Packaging, Website, Interior Design, Product Ideation, Marketing, Merchandise, Uniforms, Photography
Dominick created and managed all INDAY brand touchpoints through packaging, collateral (print/web), social media, events, partnerships, new product ideation and operations. He helped establish the brand as a notable player in the emerging fast-casual restaurant scene and wellness markets.
Build a restaurant brand from the ground up.
INDAY opened into a crowded New York lunch market as a new fast-casual concept rooted in wellness. Every part of the brand had to be made from scratch: the name on the door, the menu, the packaging, the interior, the uniforms, and the way it spoke on social.
The system was built around a simple palette of yellow and blue, circles that overlap and combine, and a warm, plainspoken voice, so it could stretch from a window decal to a to-go cup to a pop-up counter.
Identity
Dominick worked with the iconic team at Pentagram to evolve the mark, then built it out with a yellow and blue palette and a set of overlapping circles used as a flexible graphic system across packaging and print.
Menu & Graphics
Menus, social graphics, and in-store messaging written in the brand’s voice.
Signage & Interior
Window graphics, wayfinding, and interior details for the Flatiron restaurant, plus a modular counter for pop-ups.
Photography
Food and lifestyle photography for the site, social, and press.