Sienna & Co Guidelines

Brief

A comprehensive brand guideline system helping an F&B chain scale consistently across locations.

Year
2025
Field
Food and beverage
Scope
/ Brand Guidelines
Cadence
8 weeks

Sienna & Co

01

( Surfaces )

4 files

slide-05-left
slide-05-left
slide-05-right
slide-05-right
Campaign
Campaign
grid
grid

02

( The mark )

Three rules

Guidelines a new location manager can open and use on day one.

( 01 )

Decide once

The Brand Guidelines direction was written down before any layout was drawn.

( 02 )

Keep it in the file

Rules live in the working file, so the next designer inherits decisions, not guesses.

( 03 )

Test on real surfaces

Sienna & Co saw the system on live surfaces in week three, not on a mood board.

03

( In the file )

System

Northline type lockup on a warm paper field
Type
Northline color study — glass bottles on a warm field
Color
Northline grid study — white cube and black volumes on a green field
Grid
Northline lockup still — figure in a red field
Lockup
  • Brand Guidelines direction
  • Type and color tokens
  • Surface mockups
  • Handoff notes for the next desk

04

( Desk )

Sienna & Co

“We came in with a product that worked and a story that didn’t. Their team tightened both — identity, web, and motion landing as one system our team can actually keep shipping.”

Jonah Ellis

Head of Product, Kite

Jonah Ellis · Head of Product, Kite

05

( What held )

File

9

Design files

14

Surfaces

8 wk

Cadence