The visual system sits right at the intersection of a classic New York deli
and clean, functional modernism. By keeping things practical, the design
lets minimalist layouts do the heavy lifting. This simplicity beautifully
spotlights the primary brand colors against more natural, organic textures,
bringing a real sense of visual warmth to an eatery that feels both familiar
and effortlessly put-together. Instead of being over-designed, the
typography, signage, and graphic elements lean heavily into clarity and
utility, keeping an understated and approachable edge.
In the physical space, this identity translates into an open, welcoming
layout. The large, open-kitchen counter acts as the room's natural anchor,
turning the craft and preparation of the food into a subtle performance
that guests can observe. From the materials to the seating flow, every
spatial choice is intentionally designed to give the graphic elements room
to breathe, keeping the environment approachable rather than intimidating.
IDENTITY BRANDING
FOR BMB CANTEEN
SEREAL | 2025
CREATIVE DIRECTOR Nicky borneo | ART DIRECTOR iqbal fadilah | COPYWRITER debora violin | DESIGNER REYHAN SALSABIL, NURUL PRATIWI
BMB Canteen reflects the quiet charm of everyday communal dining simple,
honest, and made with care. Rooted in the spirit of BMB, it brings
people together through approachable flavors and a warm, home-like
atmosphere.
This concept marks a deliberate evolution from the rugged, masculine aesthetic of its parent brand, BBQ Mountain Boys. While anchored in that foundational legacy of craftsmanship, the Canteen’s identity shifts into a lighter, more playful visual direction introducing a pop, feminine, and refreshing tone.
This concept marks a deliberate evolution from the rugged, masculine aesthetic of its parent brand, BBQ Mountain Boys. While anchored in that foundational legacy of craftsmanship, the Canteen’s identity shifts into a lighter, more playful visual direction introducing a pop, feminine, and refreshing tone.
Every detail from the graphics, interior design to the food selection and
staff interactions works together to encourage
everyday connection. framing BMB Canteen feel like a welcoming, thoughtfully designed neighborhood hub.
everyday connection. framing BMB Canteen feel like a welcoming, thoughtfully designed neighborhood hub.
OTHER WORKS NURUL PRATIWI
(2025)
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(2025)
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