Scratch F&B identity
A care-free identity for Pittsburgh-based Scratch Food & Beverage takes cues from the restaurant’s “Appalachian mashup” menu, ad hoc interior, and casual atmosphere.
We worked with artist PeteGamlen to develop a hand lettered logo and suite of illustrations for use across menus, social media, and collateral, as well as original signage, wallpaper, and other wayfinding.
Menus were risographed in one color on colored paper, making them feel unique but keeping printing costs low.
Wherever possible, we reinforced Scratch’s community connections within its branding, such as in this illustrated wallpaper, which intersperses neighborhood building facades between other Scratch-related imagery.
Responding to Scratch’s desire to serve as a community hub, we also designed a website that functions as an announcement board for the restaurant and its neighborhood. The site’s header reflects the time of day and whether Scatch is open or closed.
Beyond handdrawn illustrations and lettering, we installed handpainted signage throughout the space to keep all aspects of the brand warm and homespun.
Illustration and lettering by PeteGamlen
Risograph printing by Directangle
Wallpaper printed by Spoonflower