With a name like Fingers Crossed, the brand needed to walk the line between confidence and charm. We built an identity rooted in craftsmanship, with a hand-drawn logo that echoed Chef Funke’s hands-on approach and a stretched type treatment reminiscent of pulled dough. The palette—soft black, muted gold, and parchment—reflected the space’s moody, tucked-away feel. Structured yet warm, the visual language mirrored the balance at the heart of the restaurant: precision and artistry, tradition and style.
Opening during the pandemic, Fingers Crossed had to adapt quickly—from a built-out sit-down experience to a refined grab-and-go concept. We pivoted the brand system to carry the same sense of craft and mood across every format, from menus and signage to takeout boxes and meal kits.
Menus featured modular layouts divided by ornate borders with touches of gold—elegant and functional, with the flexibility to change daily. For takeaway moments, we created thoughtful packaging that made the food feel just as special at home, while carrying the brand’s signature mood. Directional signage, including an illustrated pointing-hand, offered charm while nodding to the hand-drawn logo.
With no physical presence at launch, Fingers Crossed had to make its first impression entirely online. Social became the front door. We designed a curated, high-impact feed where photography, graphics, and messaging were arranged with care—intentional, elegant, and cohesive. Every post reflected the brand’s effortless style—creating buzz, building community, and cementing Fingers Crossed as a standout in the LA food scene, even before tables were filled.
