Off the back of the success of the TV show The Bear on Hulu, this concept imagines the visual identity and restaurant design that emerges at the end of season 1. Set in the heart of Chicago, The Bear reintroduces itself not just as a sandwich shop—but as a bold, emotionally driven culinary experience.

From logo to tone of voice, every design detail was crafted to reflect the raw energy, honesty, and heart of the show. The result is a brand that balances elevated food culture with gritty hospitality, where comfort meets ambition, and every bite tells a story.