Maisie Eatery Brand Indentity

Situated in a historical museum, Maisie Eatery is a daytime eatery that is much more than it seems. With a daily changing menu of surprising and inventive combinations like carrot cake croissants, grapefruit and arugula salads, coffee cake tiramisu, fried halloumi and sriracha wraps, there is no shortage of awe.

As a daytime establishment set to attract foodies looking for a new and exciting adventure, the brand has a charming whimsy with a cheeky flair.

Inspired by the personal past of the Executive Chef and the unorthodox combinations in the menu, the Maisie brand draws on a number of things that are beloved now.

First, the name. Maisie was the Executive Chef’s grandmother who first inspired her to put whisk to egg. Maisie fed fairy cakes to her granddaughter as a token of care and appreciation, pouring her love into her cooking, inspiring the fairies that have become the mischievous mascots for the brand. A playful approach encourages customers to “Go a little Maisie” and grab that extra cake or cocktail.

Throughout the brand, our Midsummer Night’s Dream-like fairies engage in indulgent and naughty activities — jumping, twirling, drinking, playing and dancing, reminding us that life is short and to allow ourselves small delicious pleasures. Similarly, the logo (a custom type) and secondary copy are hand-written as an extra friendly touch and a wink to Maisie’s namesake.

Throughout the brand, the fairies, messaging and materials are cheeky and layered in meaning, giving customers the same sense of surprise and delight that they experience with the unexpected combinations in the menu.

Maisie reminds us that we only live once — that the coffee should be good, the cake slice huge and the cocktails strong. A sunny approach to the brand keeps it light and fun while maintaining a curiosity. Like the menu itself, the brand invites you to explore.