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.


Drawing inspiration from the era of “lunch car” diners, 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

We appreciate the holistic approach Goodthree presented to help us refresh our brand. From workshopping our desired identity to crafting our website and promotional materials, their team developed and designed content that embodies our mission and values. Goodthree's perspective and knowledge makes them a valued strategic partner as we continue to elevate our brand within our industry.

Stacey Budd, Outreach Coordinator Pennsylvania Certified Organic

210 West Grant Street
Suite 406
Lancaster, Pa 17603


[email protected]

Shoot us a message.

    Let’s chat.