Max’s Eatery

Branding, illustration and print design balanced between traditional lunch-counter style diners and the unique tastes of the Lancaster restaurant scene.


Lancaster City likely has a restaurant that can satisfy any appetite, diet or craving.

When Max’s Eatery opened its doors in that scene, they wanted to instill a feeling of exceptional food and attentive service in its customers from the get-go. Rather than follow the trend of hosting a high-end atmosphere, they wanted a dining experience that blended styles of an old-school diner with a relaxed, easy-going restaurant. Max’s needed this experience to be supported by a brand identity that was easy to digest and applied effortlessly to necessary restaurant materials, such as menus and signage.


Utilizing the era of “lunch car” diners as a reference, we designed a timeless logotype with customized details to maintain a contemporary impression and relevancy to the Max’s Eatery brand. This was paired with a typographic system and diverse color palette relatable to the brand, cohesive icons to complement the logo and full set of menus for a unified experience from appetizers and side dishes, to cocktails and boozy milkshakes.



  • Consulting
  • Naming
  • Positioning
  • Messaging
  • Research
  • Art Direction


  • Logo Design
  • Identity System
  • Layout
  • Website
  • Illustration
  • Lettering


  • Print
  • Digital
  • Communication
  • Packaging
  • Environmental
  • Campaign

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