When I first visited the North Shore, I started hearing about roast beef culture, a fiercely local tradition, complete with its own lingo (“three-way”) and loyal following. I decided to take it upon myself to do a personal project on the subject for a fun challenge.

Lynn, MA, where Mino’s is located, sits at the heart of this food scene. It’s competitive, and customers here know their sandwiches. The more I learned about the history of Lynn and the North Shore beef rivalry, the more I realized that Mino’s was at risk of blending in.

The Problem:
Mino’s needs a visual identity and menu that would:

• Capture the authentic North Shore beef tradition.

• Make ordering quick and easy for take-out customers.

• Position the restaurant as relevant and trendy without losing its diner-style charm.

The Solution:
I began with research, immersing myself in the culture, studying competitors, and visiting Mino’s to get a feel for their vibe. I explored typography by hand, sketching the Mino’s name in ink until I found a form that balanced nostalgia with personality.

To create consistency, I designed a stylized roast beef illustration to accompany the logo. Both were drawn in Procreate, refined, and vectorized in Illustrator. My version of their menu is double-sided, measuring 4.5" x 11" for easy take-out distribution, using a careful font hierarchy and colour to organize a large menu into a clean, readable layout. Overprint effects and considered typography trends gave the final design a fresh-yet-familiar feel.

The Result:
The final branding gives Mino’s a distinctive, memorable look that sets them apart in Lynn’s roast beef scene. It tells customers they were part of the tradition, but also part of something current and worth talking about.