The newest addition to Minneapolis’s booming culinary retail dining scene, Meyvn offered bagels and the classic deli experience by day, and by night, signature Middle-Eastern cuisine. When stepping onto the Lyn-Lake stage, Meyvn knew they needed a powerful identity to stand out.
In creating their identity, we began with the name: Meyvn. A Yiddish word (with its traditional spelling), meaning an expert or connoisseur, the name speaks to deeply understanding a subject — qualities embodied by the menu and Meyvn experience. It’s also a subtle homage to co-owner and chef Adam Eaton’s grandmother, whose recipes inspired the menu. We rounded out their identity with the positioning statement: For curious culturalists, Mevyn is your neighborhood joint that redefines comfort with craveable menus and authentic community.
Language in place, we tackled visual identity. Their logo, with name scrawled in cursive and paired with tagline All Day, was inspired by the classic bygone, exuding a familial, down-home vibe. Topped with a crown, the logo also serves as a reminder that Mevyns know what they’re doing; that they rule in their kitchens.
We executed the identity on signage, menus, takeout containers and more — leaving a launching restaurant with a set of flexible, easily adaptable branding tools.