The Basin Restaurant and Bar

Visual Brand Identity. Menu Design. Website Design.
July 2019

I worked with a bay-area restaurant, The Basin, to develop their brand for their relaunch in July.


I was approached by The Basin in June to create an overall brand identity for their restaurant under new management. The Basin has been around for nearly a decade, operating as a neighborhood establishment in Saratoga, CA known for its ‘good food, good friends, and good wine’. A family took over the restaurant and are focused on elevating their establishment to still serve their neighborhood regulars, while also making a splash on the Bay Area restaurant scene.


The Basin’s branding or web presence had not been updated since around its opening, and they have a new executive chef, many new staff members, and wanted a new look and feel as well.

After a couple initial calls and brainstorming sessions, I got to work designing their new logo and overall brand identity. We often talked about the 100 year old Oak Tree on their back patio, and after reviewing some initial logo concepts, we narrowed in on a logomark that depicted their tree along with a picnic table.

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Menu design for The Basin- simplistic yet elegant

Menu design for The Basin- simplistic yet elegant

I also created a menu design that encompassed their new brand and was something that could be easily editable by their staff due to their menu changing daily. What I came up with was a 8.5 x 11 in. front and back menu design that was clear, simple, and elegant.

The Basin boasts an extensive wine selection, and the back page provides a detailed array of the various wines they have available with a thorough and descriptive description. The menu design was created with Adobe Illustrator, and was converted into a Mircosoft Word File for easy editing on their staff’s side. The menu is also accessible via The Basin’s website.

It is printed on a light grey textured paper to keep consistency with The Basin’s old menu design, in order to make the transition a seamless experience for diners.


Aside from their menu design, logo, and branding elements, I also created their website design and built it within Squarespace.

The website follows the branding style and rules established earlier on in the project, and consists of a splash page, home page, menu page, about us page, and reservations section. It is simplistic, yet detailed, and serves to attract new visitors, detail the restaurant, provide menu and contact information, and offer a place for diners to book their reservations.

You can view the home page scroll at the top of this page, or visit their site directly here. If you are in the Bay Area or traveling through Saratoga, I highly recommend swinging into the Basin to experience Chef Daniel’s food. You will not be disappointed!