to be determined

Blue “to be determined” wordmark on textured cream paper, combining serif lettering with handwritten script.
Services
Strategy & Positioning | Brand Identity & Design
Capabilities
Brand Strategy | Brand Identity | Creative Direction | Art Direction

Branding for Constant Reinvention

to be determined challenged the conventions of traditional restaurant branding. With a menu that evolves every two weeks and a philosophy rooted in experimentation, the identity needed to adapt without losing its character. We developed a flexible brand system—from the handwritten wordmark to an adaptable menu design—that allows the restaurant to evolve continuously while remaining unmistakably itself.

Cream text on a burgundy background introduces phrases including “a seasonal kitchen” and “contemporary cuisine.” Orange lines cross out the descriptions before the sequence resolves into the “to be determined” wordmark.
Dark wood bar at to be determined, with upholstered stools, open shelving, and warm accent lighting.
Three members of the to be determined team reviewing a printed menu together at the bar.
Candlelit table for two at to be determined, with branded menus, white plates, and wine glasses.
Animated typography introduces “It’s all about being,” then continues with “being whatever arises, as it comes.” The design switches between dark blue and cream backgrounds.
To be determined brand materials, including food and wine menus, business cards, a matchbox, date stamp, and orange coaster.
Intimate seating nook at to be determined, with orange cushions, a curved floor lamp, and candlelight.
A hand uses an orange marker to cross out entries on a printed drinks menu resting on a wooden table, demonstrating the brand’s approach to an evolving menu.
A restaurant menu is edited on a laptop and printed. Staff arrange and fold the sheets, mark changes by hand, and present the finished menus to guests seated at the bar.
Mustard-yellow poster for “to be determined x Carlos Garcia,” featuring the restaurant’s handwritten wordmark.
Orange and cream business cards for to be determined, pairing the handwritten wordmark with refined serif typography.
Guests sharing dessert from a patterned bowl beside a to be determined menu.
Motion-blurred view of staff moving through the candlelit dining room at to be determined.
Cream text types out “We remain open to the unexpected” against an olive green background. The message gives way to the lowercase TBD logo inside a cream circle.
Blue “to be determined” wordmark on textured cream paper, combining serif lettering with handwritten script.

Next Project

Lucky Patty