Branding
Ghost Eats
A multi-brand ghost kitchen identity built for delivery-first dining in Chicago.
Year :
2025
Industry :
Culinary
Client :
The Patio
Project Duration :
4 weeks
Problem :
Ghost kitchens face a unique branding challenge: they have no storefront, no foot traffic, and no physical presence. Customers scroll through delivery apps seeing hundreds of options — and make split-second decisions based on a thumbnail and a name. Most ghost kitchens look cheap, generic, or forgettable.
Ghost Eats needed a brand system that could house dozens of distinct food concepts under one roof — while making each one feel like a real restaurant worth ordering from.
Solution :
I created Ghost Eats as the parent brand — a consumer-facing identity with a bold, memorable personality. The tagline: "You look like you've eaten a ghost. Eat another."
From there, I designed six sub-brands, each with its own name, logo, color palette, and menu positioning:
Ghost Wings — Wings, loaded fries, and signature sauces
Power Bowls — Rice and grain bowls built for volume
Breakfast for Dinner — All-day breakfast comfort food
Los Martes — Taqueria-style Mexican
Bloom Pizza — Personal-sized pizzas
Milk Shake Laboratory — Gourmet shakes with retro lab branding
Each brand was designed to stand alone on a delivery app — but share unified black packaging with brand stickers for operational efficiency.
Challenge :
The hardest part was creating six brands that felt distinct enough to compete on delivery apps, but cohesive enough to run out of one 200 sq ft kitchen. Every logo, menu, and piece of packaging had to work at thumbnail size — where customers actually make buying decisions.
Summary :
Ghost Eats is a full brand system designed for the ghost kitchen model: one kitchen, six brands, zero storefronts. The project included brand strategy, naming, logo design, menu design, packaging concepts, and delivery app assets — everything needed to launch a delivery-first food business in Chicago.
More Projects
Branding
Ghost Eats
A multi-brand ghost kitchen identity built for delivery-first dining in Chicago.
Year :
2025
Industry :
Culinary
Client :
The Patio
Project Duration :
4 weeks
Problem :
Ghost kitchens face a unique branding challenge: they have no storefront, no foot traffic, and no physical presence. Customers scroll through delivery apps seeing hundreds of options — and make split-second decisions based on a thumbnail and a name. Most ghost kitchens look cheap, generic, or forgettable.
Ghost Eats needed a brand system that could house dozens of distinct food concepts under one roof — while making each one feel like a real restaurant worth ordering from.
Solution :
I created Ghost Eats as the parent brand — a consumer-facing identity with a bold, memorable personality. The tagline: "You look like you've eaten a ghost. Eat another."
From there, I designed six sub-brands, each with its own name, logo, color palette, and menu positioning:
Ghost Wings — Wings, loaded fries, and signature sauces
Power Bowls — Rice and grain bowls built for volume
Breakfast for Dinner — All-day breakfast comfort food
Los Martes — Taqueria-style Mexican
Bloom Pizza — Personal-sized pizzas
Milk Shake Laboratory — Gourmet shakes with retro lab branding
Each brand was designed to stand alone on a delivery app — but share unified black packaging with brand stickers for operational efficiency.
Challenge :
The hardest part was creating six brands that felt distinct enough to compete on delivery apps, but cohesive enough to run out of one 200 sq ft kitchen. Every logo, menu, and piece of packaging had to work at thumbnail size — where customers actually make buying decisions.
Summary :
Ghost Eats is a full brand system designed for the ghost kitchen model: one kitchen, six brands, zero storefronts. The project included brand strategy, naming, logo design, menu design, packaging concepts, and delivery app assets — everything needed to launch a delivery-first food business in Chicago.
More Projects
Branding
Ghost Eats
A multi-brand ghost kitchen identity built for delivery-first dining in Chicago.
Year :
2025
Industry :
Culinary
Client :
The Patio
Project Duration :
4 weeks
Problem :
Ghost kitchens face a unique branding challenge: they have no storefront, no foot traffic, and no physical presence. Customers scroll through delivery apps seeing hundreds of options — and make split-second decisions based on a thumbnail and a name. Most ghost kitchens look cheap, generic, or forgettable.
Ghost Eats needed a brand system that could house dozens of distinct food concepts under one roof — while making each one feel like a real restaurant worth ordering from.
Solution :
I created Ghost Eats as the parent brand — a consumer-facing identity with a bold, memorable personality. The tagline: "You look like you've eaten a ghost. Eat another."
From there, I designed six sub-brands, each with its own name, logo, color palette, and menu positioning:
Ghost Wings — Wings, loaded fries, and signature sauces
Power Bowls — Rice and grain bowls built for volume
Breakfast for Dinner — All-day breakfast comfort food
Los Martes — Taqueria-style Mexican
Bloom Pizza — Personal-sized pizzas
Milk Shake Laboratory — Gourmet shakes with retro lab branding
Each brand was designed to stand alone on a delivery app — but share unified black packaging with brand stickers for operational efficiency.
Challenge :
The hardest part was creating six brands that felt distinct enough to compete on delivery apps, but cohesive enough to run out of one 200 sq ft kitchen. Every logo, menu, and piece of packaging had to work at thumbnail size — where customers actually make buying decisions.
Summary :
Ghost Eats is a full brand system designed for the ghost kitchen model: one kitchen, six brands, zero storefronts. The project included brand strategy, naming, logo design, menu design, packaging concepts, and delivery app assets — everything needed to launch a delivery-first food business in Chicago.