Sunrise Diner is a beloved family-owned institution serving the New Jersey community since 1972. With its chrome siding, neon signage, and timeless comfort food, it captures the spirit of the classic East Coast diner. The challenge was to honor its rich legacy while creating a refreshed identity and digital presence that would resonate with both lifelong regulars and a new generation of diner lovers.

The Brief

Our goal was to craft a brand identity and web experience that felt nostalgic but cinematic — like a scene from an A24 film: warm, slow, textured, and deeply human. We wanted every touchpoint, from the logo to the website, to evoke the feeling of sliding into a booth on a golden morning, sipping coffee from a thick ceramic mug, and watching the world go by.

Brand Identity

The new logo is a tribute to retro Americana, with a modern restraint. Inspired by 70s roadside signage, it combines script and block lettering with a rising sun motif — a symbol of optimism and comfort. The color palette reflects the food and environment: sunset orange, yolk yellow, and coffee brown.

Supporting brand elements include:

• Custom icons and stripes inspired by diner menus and placemats

• A flexible logo system for use across signage, uniforms, cups, and trays

• Vintage textures and typography that feel tactile and analog

Web Design

The website was designed to feel like an extension of the diner itself: inviting, atmospheric, and easy to navigate.
We leaned into a bold use of photography, full-bleed visuals, and nostalgic layouts reminiscent of old-school menus. Elements like checkered dividers, animated neon flickers, and handwritten specials bring it to life.

Key features:

• A mobile-first, responsive design with intuitive navigation

• Interactive menu with daily specials

• Embedded ordering and location tools

• Brand photography styled in 35mm film-inspired compositions to deepen emotional resonance