As part of the design team, I took on a central role in shaping the new look. The identity balances the casual energy of an American diner with the refined atmosphere of a New York bistro, expressed through a confident color palette, custom typography, and a lively illustration style. The result is a visual world that extends across menus, signage, social media, and interiors, all reflecting Guilty Pleasure’s unapologetic vibrant “Brunch Dinner Disco” vibe.