JSP Breakfast Brand Identity

JSP Breakfast is a well-known chain in Taiwan serving Taiwanese-style American breakfast. As a devoted regular, I decided to give the brand a little refresh. See my reel on this project here.

Client

Self-Initiated

Year

2025

An infographic showcasing branding elements for a food-themed brand. It features two logos, a color palette with various shades of green, orange, and brown, and a playful, bold typeface named Poleno. The icons include cartoon representations of a fried chicken drumstick, a burger, and a taco, each with smiling faces. There are also two round icons with text that say "Just start a powerful day!" also featuring toasted bread and bubble tea characters. The patterns section displays repeated food characters and items on a green background, including toast, bubbles, eggs, and burgers, with the word "Yum!". The bottom shows branded packaging and cups with the logo and food motif printed on them.
Two versions of a logo for a breakfast restaurant called JSP, established in 1999. The top logo is in a green, brown, and orange color scheme inside a rounded rectangle with a green border. The bottom logo features larger, bold orange text on a beige background.
A graphic design template showcasing different text styles. The top section has a tan background with the word 'TYPEFACE' in bold, dark brown. Below, there are sample text styles: 'POLENO' in large orange uppercase, 'ALTERNATE GOTHIC NO3' in red uppercase, and 'FUTURA PT (LIGHT)' in smaller black letters. The next section has a heading 'HEADING' in large orange uppercase, with a subheading 'SUBHEADING' in red uppercase. The bottom of the template contains placeholder lorem ipsum text in small, black font.
An illustration of a color palette with seven colored swatches and their hex codes, titled 'Color Palette'.
Collection of animated food characters including a chicken nugget, a cup of bubble tea, a burger, a taco, and a slice of bread, all with smiling faces and animated limbs.
Two cartoon beverage characters, a bread slice with a face, arms, and legs, and a bubble tea with a face, arms, and legs, each within a circular frame with the slogan "Just Start a Powerful Day!" in English and Chinese.
A repeating pattern of cute cartoon food characters on a green background, including sandwiches, fried chicken drumsticks, fried eggs, burgers, and bubble tea, with words like 'YUM!' and playful accents.
Three colorful paper cups with food-themed designs floating against a green background.
Three colorful disposable cups with food-themed and animated character designs floating in a yellow-to-orange gradient background.