Made as: Gulraiz Hassan
Diner F.F.
Diner F.F. is a modern restaurant built entirely around free-from dining: gluten free, dairy free, allergen conscious. The goal was to prove that eating with restrictions doesn't mean compromising on experience.
Role
Brand Identity Designer
Project Scope
A complete brand identity for Diner F.F.
Design Intent
- A minimal brand identity that lets the product do the talking
- Visual language refined enough to hold its own in a premium retail or hospitality environment without leaning on health food clichés
Olive green as the core brand colour — a small nod to what free-from diners can still enjoy, rather than another list of what they can't.
The mark stays minimal and architectural, framed with a simple linework border that echoes art deco signage.
(About)
Diner F.F. is a modern restaurant built entirely around free-from dining, gluten free, dairy free, allergen conscious, with one goal: prove that eating with restrictions doesn't mean compromising on experience.
The brand needed to earn its place somewhere premium, the kind of identity that could sit inside Selfridges, not just on a high street. So instead of the clinical, slightly apologetic tone free-from brands often default to, the direction leaned into quiet luxury: restraint, confidence, and craft.
