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HashTag Restaurant set out to build a brand that felt playful, memorable, and unmistakably brunch. As a boozy brunch joint, they needed an identity that captured their laid-back energy while still standing out in a crowded restaurant scene. The logo had to be flexible enough to live everywhere—from signage and menus to social media—while signaling personality at a glance.
Nichez approached the logo with a simple question: How do you visually merge food, fun, and culture into one mark?
The answer was hiding in plain sight.
We reimagined the hashtag icon itself—an instantly recognizable symbol tied to social culture—and stylized it into an abstract chicken form, complete with an egg at the center. The result was clever without being literal, and playful without feeling gimmicky. It rewarded a second look and sparked conversation, exactly what a brunch spot thrives on.
To balance the icon, we paired it with a flowy, laid-back typeface. The typography leans casual and approachable, reinforcing the easygoing vibe of a place where cocktails meet comfort food and mornings stretch into afternoons.
The logo was designed to scale effortlessly, working just as well on a storefront sign as it does on Instagram, merch, or a cocktail menu.
Since launching the new identity, HashTag Restaurant has grown to four locations, with more planned for the future. The logo has become a recognizable symbol of the brand—distinctive, shareable, and instantly associated with the Hashtag experience.
What started as a single brunch concept has evolved into a growing restaurant group, with branding strong enough to expand alongside it.
