A complete rebranding of Paryse diner. The design process spanned from a redesign of the logo to applications including stationery, menus and delivery items.

Paryse Taillefer opened a diner in 1980 on Ontario Street in Montreal that became popular for its generous and flavourful burgers. It shut down in 2012 and was reopened in 2017 by its loyal staff with a new menu offering multiple vegan options made with organic ingredients.

The new logo design reflects Paryse Taillefer’s mentality of welcoming guests at her diner like she would in her own home. It both honours her as the original founder and reflects her personal touch in everything she created. It is a logo that avoids perfection to promote warmth and welcome through its hand-made feel, having been in fact designed by hand. Combined with bright red (Pantone 7417) it incites hunger in would-be customers for specially made Paryse burgers.