Background
Everyting Jerk is a Jamaican restaurant serving the diaspora while introducing younger, diverse audiences to authentic Caribbean cuisine.

Challenge
The challenge was to create a brand identity that could bridge two audiences: Jamaicans seeking authentic flavors and Gen Y/Z consumers discovering Caribbean food. The identity needed to feel culturally authentic without becoming inaccessible to a younger, more diverse audience.

Concept and Strategy
I grounded the identity in two shared values: transparency and quality. These principles became the foundation for how the brand communicated its food, ingredients, and Jamaican heritage.

Visual Identity
The logo draws from hand-painted calligraphic signage found at traditional Jamaican shops, paired with a modern complementary typeface for cross-generational appeal. The scotch bonnet pepper logo mark highlights an essential jerk ingredient and its cultural significance in Jamaican cooking.

Ingredient System
Custom ingredient illustrations depict the components of jerk sauce, reinforcing the brand's commitment to real, high-quality ingredients while creating educational touchpoints for newcomers unfamiliar with Caribbean cuisine.

Sonic Identity
To extend the brand experience beyond the visual identity, I composed an original track inspired by dub music, a foundational Jamaican reggae subgenre, creating an auditory connection to the island's musical heritage.