A new foodie spot in Queens Park, inspired by two siblings – Dan and his late sister Lesley – who believed the best memories always started with “don’t tell dad”. A bakery by day, a bistro by night, it’s a place that encourages fun and welcomes a little bit of mischief.
Together with Kuba & Friends, we created a bespoke brand identity with an invitingly warm colour palette, a handcrafted word mark and playful, often random, doodles.
Project Management
Kuba Wieczorek
Stategy & Copy
Suz Hails
Design & Illustration
Ester Wiktröm
Identity
Art Direction
Illustration
After sifting through cards and letters that Lesley wrote, we hit upon the restaurant’s brandmark – Lesley’s signature sign-off – three x’s. Used throughout, from signage to napkins to staff uniforms to menus.
Daniel Land
Founder, Don't Tell Dad
"The team did a brilliant job. They understood exactly what we were trying to do and brought a fresh creativity and beautiful sensibility to the table.”
