THE DIP JOINT is a brand identity project created for a new cafe style restaurant and coffee shop in Racine, Wisconsin, focused on fresh, locally sourced food and a menu built around sandwiches and other dishes paired with unique dipping sauces. The project began by defining a visual direction that felt playful, welcoming, and flexible enough to support a wide range of offerings, including breakfast, coffee, grilled vegetables, sandwiches, and future menu additions. From there, I developed a custom script logo with rounded, hand-drawn letterforms and a subtle “dip” built into the typography, connecting the name directly to the restaurant’s concept. The final identity combines bold typography, a bright and adaptable color palette, and an expandable collection of hand-drawn food and coffee illustrations, creating a casual and approachable brand that can grow across packaging, signage, menus, merchandise, and other restaurant materials.