Journey masters for
adventurous brands.

Every brand begins like a map unmarked—an idea still finding its edges. There's terrain to explore, stories buried just beneath the surface, and a path waiting to be drawn. We step into that landscape alongside you, not with shortcuts, but with a compass built on experience, intuition, and an eye for the unseen.

We chart identities made to endure the journey—shaped by story, sharpened by strategy, and grounded in craft. From illustration and motion to visual identity and packaging, the tools change with the terrain. But the mission stays the same: to guide brands toward meaning, momentum, and something distinctly their own.

Case Studies

Hally’s

    • Website design

    • Rebrand

    • Menu design

    • Layout & Typography

    • Bespoke Illustration set

  • Hally’s is a cosy brunch spot in the leafy neighbourhood of Parson’s Green, London.

  • A Tangle of Moments
    We embraced the transience of coffee shop visitors and made it part of Hally’s identity. This meandering journey line represents the flow of people into Hally’s and the people walking past, sometimes the lines cross, and sometimes the journey is solo.

Sussex

    • Visual identity

    • Typography system

    • Menus and signage

    • Conceptual logo using typographic layout

  • A refined, literary-inspired restaurant in Soho by the Gladwin Brothers, Sussex needed a more deliberate and elevated identity than their other venues — one that quietly nodded to their roots without feeling rustic.

  • SIX BIRDS, ONE STONE

    Using the uniquely triangular formation of birds from the Sussex county flag as inspiration, I created a typographic mark that balances local reference with visual intrigue. Layered with thoughtful type choices and subtle literary cues, the design embodies both place and intention.

EARNT

    • Visual brand direction

    • Website design

    • Imagery and art direction

    • Presentation and pitch deck design

    • Event flyers and printed collateral

    • Logo design

  • A purpose-led community platform at the intersection of impact, exclusivity, and community.

  • NATURAL RESISTENCE

    EARNT needed a way to speak to their audience that felt unique, current, and true to their mission. I developed a visual direction rooted in their existing ethos — a mix of impact, community and energy — and used it to position the brand in a space that felt unexpected, but unmistakably theirs.

Selected Brandmarks

    • Logo / wordmark

    • Brandmark variations

    • Logo construction (concept breakdown)

    • Typography and colour guidance

  • Various Brands.
    The goal of the RO logo approach is to create a brandmark that has the following characteristics:

    • Concept-led visual identity

    • Simple, recognisable, and adaptable

    • Merges clarity with conceptual depth

  • Logos are often seen as the “face” of a brand, but great logos are built from the inside out.

    This case study highlights how each mark is born from a clear idea, shaped through reduction and intent.

    It’s not just design — it’s visual strategy, designed to stand the test of time.

The Fat Badger

  • Visual Identity, Logo design, Poster design, Tote bag

  • The Fat Badger is a Farm to Fork restaurant and Farm Shop. All produce is seasonal and organically grown.

  • A FARMER WALKS INTO A BAR

    Kicking it old school with hand painted signage on the exterior. Reminiscent of the classic mid-century green grocers.

Hām

    • Brand identity

    • Logo design

    • Illustration

  • Hām is an affordable fine dining restaurant based in West Hampstead, London. Rooted in a philosophy of warmth and craft, the restaurant serves thoughtful, seasonal dishes in a setting that balances elegance with a sense of ease.

  • ART DECO-DENCE

    Hām needed a brand identity that reflected the refined dining experience that consistently delighted their guests. The goal was to draw from the area's rich English heritage while also capturing the forward-thinking spirit of their menu. “Hām,” an Old English word for “home,” became a fitting name—echoing how the location grew to feel like home for both locals and visitors alike.Hām is old english for “home”, the location became like home to locals and visitors alike.

From Basecamp to Brand in 7 steps

01

  • Before we begin, we get on a call to understand your goals, what stage you're at, and whether we’re the right match. We’ll talk timelines, budgets, deliverables, and anything else needed to kick things off with clarity.

02

  • This is where we dig into the details—learning about your brand, your audience, and your competitors. Through workshops, conversations, and research, we uncover insights that will guide everything to come.

    • Stakeholder interviews

    • Moodboards & tone exploration

    • Competitive landscape review

    • Existing brand audit

03

  • With insights in hand, we define your brand’s positioning and purpose. This is your true north—the story, structure, and stance that will guide all future creative work.

    • Brand narrative

    • Values & mission

    • Tone of voice

    • Strategic positioning

04

  • Logo, typography, colour, and beyond—this is where the look and feel of your brand takes shape. Design that’s rooted in meaning, simple in execution, and unmistakably yours.

    • Logo design

    • Typography system

    • Colour palette

    • Visual principles

05

  • We show how your identity works in the real world—through business cards, packaging, websites, or whatever the brief calls for. This stage ensures the system is flexible and ready to grow.

    • Brand in context

    • Marketing examples

    • Templates

    • Iconography & illustration

06

  • A clear, usable brand guide helps your team stay on course. We document the rules of the road so that others can build with confidence and consistency.

    • Brand guidelines

    • Logo usage

    • Colour and typography specs

    • File delivery

07

  • With everything in place, we prepare for launch—supporting you through rollout, sharing key assets, and handing over a system you can own. It’s not the end of the journey, but it’s a milestone worth marking.

    • Final file delivery

    • Launch prep

    • Asset library

    • Ongoing support (if needed)

Tools of the Trade

You don’t set out without the right tools. These are ours—refined over time, shaped by experience, and trusted to build brands that go the distance. Whether the journey is just beginning or entering new terrain, we start with strategy: to find clarity, direction, and a shared sense of purpose. From there, identity becomes the beacon—logo, colour, type, and tone—designed to leave a lasting impression, wherever your audience meets you.

Systems provide the structure to grow without losing your way. Guidelines, frameworks, and toolkits help your brand stay recognisable, consistent, and adaptable—even as the landscape shifts. And storytelling? That’s how we connect. From early concepts to campaign work, we shape narratives that create meaning—sparking curiosity, trust, and belonging.

Every project brings its own challenges and character. But with the right tools in hand, we don’t just build brands to arrive—we build them to endure, evolve, and lead the way forward.

  • FINDING TRUE NORTH
    Every successful brand begins with clarity. Through workshops, research, and insight, we define what sets you apart—your purpose, values, tone of voice, and place in the market. Strategy here isn't just a business document; it's the compass that guides design decisions and keeps things aligned as you grow.

  • DESIGN THAT STICKS
    Your brand’s first impression—and its lasting one—lives in its visual identity. This is where we craft the building blocks: logo, typography, colour, layout systems, and art direction. Thoughtful, striking, and simple—designed to be instantly recognisable and endlessly adaptable.

  • CUTTING THROUGH THE NOISE
    Whether it’s a poster on a wall or a message on a screen, every piece of communication is a chance to connect. We create campaign visuals, messaging hierarchies, and storytelling devices that help your audience understand you—and remember you.

  • EVERY GOOD IDEA STARTS SOMEWHERE
    At the heart of every brand is a strong idea. This stage is about early thinking—the metaphors, visual worlds, and brand narratives that underpin a powerful identity. The result is work that feels grounded, considered, and emotionally resonant.

  • A TOOLKIT FOR THE ROAD AHEAD
    Consistency doesn’t mean sameness—it means structure. Here we build systems and brand guidelines that allow your visual identity to scale. Think: rules without rigidity. Enough freedom to grow, but enough foundation to keep it unmistakably you.

  • BRINGING THE BRAND TO LIFE
    Sometimes what you’re trying to say needs a little more light. Through bespoke illustration and animation, we add expression, energy, and character. These elements don’t just decorate—they deepen your story and make your brand feel alive.

Testimonials

  • "I've worked in communications for over 20 years and sent countless briefs to designers — but the one we gave Jason was easily one of the most challenging: ‘Make EARNT feel like it's for everyone, everywhere, without losing clarity or cool — and communicate a totally new idea.’ He nailed it in one go. His creative vision took the brand into spaces we’d only imagined. It wasn’t just the work — it was his intuition, clarity, and rare understanding of people that made the difference. I've never experienced a creative partnership like it."

    Lauren Scott-Harris,
    Founder,
    EARNT

  • "I had the pleasure of working with Jason on the update of our website. Illustrations played an important part of the project and we were thrilled with the results. Jason was collaborative, he was able to bring our ideas to life, and go above and beyond with a perspective that made the final results even better."

    Greg Cormier.
    VP Digital & E-Commerce.
    G Adventures.

  • “I’ve been fortunate enough to work with Jason on a few occasions. He’s basically rocket fuel for a project. He comes in with a positive attitude and makes the work better — no matter the scenario. The word “versatile” comes to mind. Jason fully understands how his role fits into into the bigger picture of a brand and a team. He provides valuable input and goes above and beyond the brief. Not to mention, he’s one of the nicest people you’ll ever meet.”

    Kai Rader.
    Design Director.
    Metalab.

  • “Since launching our first restaurant, The Shed, in 2012, we've had the privilege of collaborating with Jason de Villiers. Now, with six thriving restaurants across London, Jason's unparalleled creativity and vision have been essential at every turn. His innovative input is a game-changer for any new business!”

    Richard Gladwin.
    CEO. Local & Wild.

  • I have worked with Jason for over 10 years now, and the latest project was the recent rebrand of my neighbourhood cafe, Hally's. The visual narrative that he landed on was perfect - it is unique, tasteful and bold, making us stand out from other cafes. He is a brilliant illustrator too, and did some beautiful hand-drawn illustrations to work across all of our channels and collateral, and which completely captured the essence of Hally's. Jason's concept extended perfectly to the website, menu and beyond. He is very talented and a pleasure to work with.

    Anna Halliday
    Founder, Hally’s