Foxtail Bistro
B r a n d i d e n t i t y
C H A L L E N G E
A brand identity and menu system was developed for Foxtail Bistro, a new neighbourhood restaurant designed to feel elevated yet familiar and approachable. The dining experience moves easily from oysters and bubbles at the bar to a full dinner and cocktails after dark. The menu incorporates a unique fold, die cut and gold foil specialty finish.
I N S I G H T
Research and ideation focused on how a new restaurant could feel established and trusted from day one. Deep navy creates a sense of trust, familiarity and permanence, giving the new restaurant the feeling of establishment. Gold adds a touch of glitz and warmth, elevating the identity and giving the brand a sense of occasion.
The fox became a natural symbol for the brand: sleek, clever and a little sly, capturing the balance between polished dining and a more casual, playful bar culture. Art Deco-inspired typography and geometric linework add character and a subtle sense of craftsmanship and history.
S O L U T I O N
The identity was carried across a folded menu, business card and branded collateral using the navy-and-gold palette and minimal fox mark. A playful die-cut opening reveals a removable Foxtails cocktail menu, giving the drinks program its own moment while adding an element of discovery. The interaction plays into the tension at the heart of the brand—refined dining balanced by neighbourhood approachability.
R E S U L T S
The final identity gives a new restaurant the familiarity of an established neighbourhood spot with the energy of somewhere you want to stay for another drink. Refined and playful elements work together to create a brand that feels distinctive, inviting and built for both dinner and drinks nightlife.
