Van Dough is a fictional restaurant inspired by a few of my favorite restaurants and my favorite cuisine, Italian.

I had a clear vision for the restaurant’s aesthetic but initially struggled to articulate it on paper. I wanted the brand to be colorful and playful, reflecting a “create your own” concept. As a fan of Vincent Van Gogh, I aimed to integrate his style into the design. Initially, I realized a full Italian theme wouldn’t align with Van Gogh’s Dutch heritage. After naming the restaurant Van Dough, I transformed it into an artisanal kitchen, keeping Italian dishes while focusing on traditional cooking techniques—especially Neapolitan pizza with thin crust, 00 flour, hand-kneaded dough, and wood-fired ovens at 485°F.

I began by compiling a menu, experimenting with layout, and developing the logo and visual presentation. I refined the logo over time, deciding to use the full name with Van Gogh-inspired strokes, and later enhanced the letters’ counter spaces to reflect the hearty nature of the food.

The menu evolved as well: the initial large menu and small fanned bar menu were simplified, with the smaller, paint-sample-inspired menu proving more creative and fitting the space. Revisiting the project allowed me to create additional deliverables and achieve a cohesive brand identity.