Josef's wasn't just a design task; it was a brand genesis. Starting from scratch in September 2023, my mission was to translate the intense, bold taste of their wings into a complete 360° visual and motion identity.

As the sole creative lead, I took the brand from a simple concept to a fully realized digital and physical experience. This is the blueprint of that journey.

From rough sketches to technical precision, a look inside the design engine.

Decoding the Badge: Every element is engineered with purpose. From the stove-shaped shield symbolizing fresh offerings and the star for top-tier quality, to the winged buffalo mascot representing our specialty and strength, this logo is a visual promise of our commitment to precision, tradition, and unforgettable taste.

I designed a bold, cohesive packaging system that reflects Josef’s energetic and flavorful identity. The layout combines strong typography, symbolic logo elements, and a rich color palette to enhance shelf presence and customer appeal. Each box and bag was crafted to keep the design consistent across all packaging types while maintaining practicality for take-out use.

After the successful launch of Josef’s Buffalo Wings at Phoenix Center, Hamburg, we proudly expanded our services to Europa Passage, continuing to bring the same bold identity and flavorful dining experience to a wider audience. This milestone reflects the brand’s steady growth and commitment to maintaining quality, consistency, and a strong visual presence across all locations.

I extended the brand identity into the restaurant’s physical space, ensuring a cohesive visual experience from packaging to interior. The design features vibrant LED menu screens, warm lighting, and consistent brand elements that create an inviting, modern, and energetic dining atmosphere. Every detail—from signage to color coordination—was aligned to make the brand instantly recognizable and visually engaging.

At Josef's, we use animated LED screens for menus, engaging customers, and displaying more content on a single screen effectively.

Please note that this portfolio is currently a work in progress. I will be updating and refining it in the near future, so stay tuned for more content.