Foodmama is a quality canteen in the heart of Budapest, just around the corner from the St. Stephen’s Basilica. The basic goal of the restaurant is to offer carefully prepared food made from excellent ingredients at an affordable price and at the same time to support local food producers. The primary target group is people working in the nearby offices and tourists.

The friendly, homely characteristic of the restaurant had to be translated into an easy-to-remember and unique visual appearance. This is how the character of Foodmama was born, the figure of the caring grandmother, who consistently appears in all elements of the brand image as a kind figure and always waiting with home-made snacks. The illustration is a mixture of traditional and modern appearance, the familiar symbols – referring to homely tastes – and the contemporary graphic design language are present at the same time.

The characteristic checkered tablecloth is part of the logo – visible in the background of the portrait of Foodmama -, which can be transformed into a dynamically changing pattern and containing combinations of different scales.

The advantage of a personalized image is that the personality plays a role at all levels, from the graphic world to communication tones. The logo and the set of abstract graphic elements can be easily adapted in both printed and digital form, applied to the most diverse platforms. It can be found on prints (food and drink plates, roll-ups and molinos, stop signs, external decor, flyers, paper bags and boxes, etc.), merch products (aprons and t-shirts, caps and hoodies, mugs) and echoes in social media communication, as well.

The purpose of the branding was to create for the restaurant its own style, and to ensure that the embodiment of the persona of Foodmama could be in line with the place’s characteristics and gastro philosophy.