Restimo · 2023
Crafting a brand as integrated as Restimo's product
Restimo is a B2B SaaS tool for restaurants. It started as a QR-code menu app, but the team kept noticing a bigger problem: every delivery platform requires its own tablet, its own menu updates, none of it syncing. They pivoted to build one integration layer that connects everything. By the time they came to me, they were around twenty people, growing fast, and still wearing the brand of a completely different company.
The Tension
The old identity belonged to a different business. Restimo had pivoted, and the brand couldn't follow. They understood the problem they solved, what they called "tablet hell," but didn't yet know how to present themselves around it. How do you position your tool as the one that connects it all, and not just another tablet on top of everything a restaurant already has to manage?
The Decisions [1]
We developed three overarching concepts for the brand. "Connection" felt too human, too B2C. "Bento box" was clever but too abstract. Integration was the most straightforward explanation of the problem Restimo solves and how they solve it. That clarity shaped everything that followed.
The Decisions [2]
We had two solid visual directions when I pitched a third. The team kept coming back to the tablet, the one device that replaces the chaos. So I proposed it: a purple rectangle as the logo, literally the one tablet, that morphs into a character called Timo. The name is pulled from Restimo, and he becomes the brand's mascot. One slide, one purple square. They knew immediately.
The Decisions [3]
For a lot of SaaS companies, print is an afterthought. Restimo meets their clients face to face, from sales visits to trade show booths, and they wanted the brand to show up in the real world as confidently as it does on screen. We spent days at local print houses calibrating the purple across different printing technologies to make sure it did.
The Work [1]
The identity centres on the integration and one tablet concept. The logo is a purple rectangle. That's it. A freaking purple square as a logo, which means the rest of the identity has to work hard around it. The rounded corners echo the wordmark's typography, and it sits just below the baseline to balance with the letterforms. Without that level of care, a shape this simple wouldn't hold up.
The Work [2]
Restimo already had purple, and competitive research showed not many brands in the space used it, so we evolved the shade rather than starting over. To keep it from reading as monotone, we added three bright accents: red, green, and yellow, the primary colours of the delivery platforms Restimo connects. It's a purposeful visual representation of the integration concept, the other brands literally showing up inside the palette. Two photography styles play off each other in the same way: punchy food cutouts on bold backgrounds and candid, neutral restaurant scenes. A grid system holds all of it together.
The Landing
Two years in, this is one of the better-implemented identities I've had the pleasure of doing. The internal team has gone well beyond the templates I designed, creating their own social media graphics that still look perfectly on brand. I think that comes down to how we built it: getting people beyond the founders involved in real decisions is what makes a brand stick in a small company. That doesn't happen by accident.
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2026 · Justpoint
An identity as clear as the mission it was built around