Logo for Baja Tacos with the words Baja Tacos in cursive font and a yellow circle containing the text California Kitchen.

Brightside California Kitchen

Visual Identity // Naming

THE ASK

Clever Creative was brought in to evolve the restaurant’s name, design a refreshed visual and verbal identity system, and deliver comprehensive brand guidelines to guide consistency across internal and external executions.

THE SOLVE

With a fresh name and visual-verbal identity system rooted in joy, familiarity, and ease, the restaurant group now has a unified and expandable brand presence—ready to grow while staying true to its roots.

Brand guidelines booklet for Brightside California Kitchen with pages showing color palette, outdoor signage, and photography style, laid out on a pink background.
Simple line drawing of bacon and a fried egg with a pink circle background.
Illustration of three speech bubbles, two outlined and one filled with teal color, suggesting conversation or communication.
Line drawing of a fork and knife with a red circle in the background.
Stylized graphic showing the words "Stay at Home" with a clock above and a yellow circle highlighting the letter "A" in "At".
Computer monitor icon with a globe symbol on the screen, partially overlapping a teal circle.
Line drawing of a vintage telephone handset placed on a solid yellow circle, representing an old-fashioned phone icon.
Drawing of a calendar with a pink circle behind it on a black background.
A group of people holding up various cocktails in a toast, including a clear drink with lime slices, a Mojito with mint and lime, a Bloody Mary with tomato, and a creamy cocktail with orange slices, in an outdoor setting with sunlight and potted plants in the background.

GRAPHICS & PATTERNS

These elements work together to create an energetic brand aesthetic that captures the California spirit

A digital background with teal vertical stripes.
Circular logo with teal background, a stylized letter 'B' in coral, and white text around the edge that reads 'BRIGHTSIDE BRIGHTSIDE BRIGHTSIDE BRIGHTSIDE BRIGHTSIDE'.
A person holding a restaurant menu titled 'Brightside' with sections for bites, breakfast, lunch, and a yellow 'Golden Hour' drinks section. The menu is printed on white paper with red, blue, and yellow accents.
A glass of iced tea with ice cubes and an orange flower floating on top, on an orange surface with a striped background.
Exterior of a restaurant called Brightside California Kitchen with large glass windows and a glass door, green facade, decorative plants inside, and sidewalk outside.
Street view of Brightside California Kitchen restaurant with green awning, sign advertising breakfast, lunch, and dinner, and people crossing the street.