Brooklyn’s Best Macaroni & Cheese | Brand Identity Design

Brooklyn’s Best Macaroni & Cheese was developed as a new restaurant concept for Brooklyn, New York. The identity needed to feel casual, memorable, and full of personality while immediately communicating what the restaurant was all about.

I explored a range of logo and brand identity concepts using elbow macaroni—the pasta shape most closely associated with classic mac and cheese—as a recurring graphic element. The pasta appears in different ways throughout the design explorations, becoming everything from punctuation and decorative accents to part of the overall logo structure.

The final direction combines bold, distressed typography with black, white, and macaroni-yellow graphics, giving the identity an informal, slightly retro character that feels appropriate for a neighborhood comfort-food restaurant. Curved macaroni shapes frame the central wordmark, creating a simple visual cue that reinforces the name without relying on literal food photography.

The result is a playful, approachable restaurant identity that brings together Brooklyn attitude, comfort food, and recognizable product imagery in a distinctive visual system.