Brand & Web Designer · Brutal AI
Brutal AI: Brand Identity & Website for an AI Restaurant Startup
From logo to full website, I created the complete brand identity and marketing site for Brutal AI, a startup helping restaurants and cafés attract customers, automate loyalty, and keep 100% of their revenue with AI-powered tools.
What came out of it
Full brand
Logo, colour palette, typography, and visual language from scratch for a bold, memorable identity.
End-to-end website
High-converting marketing site that communicates the value proposition and drives sign-ups.
Startup-ready
A cohesive visual system that scales as the product and messaging evolve.
The challenge
Brutal AI is a startup that helps restaurants, bakeries, pizzerias, coffee shops, and takeaways break free from expensive delivery apps. Their AI tools help attract diners, automate loyalty programmes, run 24/7 voice reservations, and maximise Google visibility, so owners keep 100% of their revenue instead of paying commission to middlemen.
The founders needed a brand and website that could stand out in a crowded space. They had a clear product vision but no visual identity. The brief was to build the brand and marketing website from scratch in a way that translated a complex offer into a clear proposition and persuasive user journey.
I led the engagement end-to-end, from concept through to launch-ready assets, with a focus on positioning clarity, trust, and conversion-oriented structure.
What we set out to achieve
- A distinctive logo and brand identity that feels bold and memorable, aligned with the 'brutal' positioning
- A cohesive visual system: colour palette, typography, and graphic language that works across web and marketing
- A high-converting website that clearly communicates the value proposition and drives sign-ups
- Clear hierarchy of information: features, benefits, social proof, and CTAs that guide visitors to act
- A design that feels professional and trustworthy for restaurant owners, not gimmicky or overly techy
- SEO-optimised structure and content hierarchy for discoverability
How we approached it
I structured delivery into three streams: brand identity, information architecture, and modular web UI. The key challenge was balancing a bold, differentiated identity with a page structure that remained clear, credible, and easy to navigate across multiple product capabilities. This approach helped keep storytelling focused while supporting practical conversion goals.
Brand identity
Logo, colour palette, typography, and graphic language. Bold, confident, and memorable, aligned with the product's no-nonsense promise.
Website structure
Information architecture, content hierarchy, and conversion flow. Features, benefits, case study, integrations, and clear CTAs.
Visual design system
Component patterns, spacing, imagery treatment, and responsive layouts. Consistent, scalable, and ready for implementation.
Logo
The logo needed to feel bold and direct, matching the “brutal” positioning. I explored mark and wordmark combinations that would work at small sizes (favicon, social) and large (hero, signage). The final logo balances memorability with clarity.
Website design
The website had to communicate a lot: AI for restaurants, 3-day websites, automated loyalty, 24/7 voice reservations, WhatsApp and email marketing, Google visibility, and ordering apps. I structured the content into clear sections, each with a distinct purpose in the conversion journey. Sections are designed to be read in full, with no critical content cut off.
Hero and value proposition
Above the fold: bold headline, supporting copy, and primary CTA. The message is clear: more customers, more repeat visits, the AI handles the rest.
Offerings
Each feature, your own website, automated loyalty, WhatsApp and email, 24/7 AI voice reservations, social media reach, Google visibility, and ordering app, gets its own block with icon, headline, and supporting copy. Visual rhythm keeps the page scannable.
Stats
Key metrics reinforce the value proposition: €0 commission, 10X Google visibility, 3X repeat customers. These numbers speak directly to restaurant owners' pain points.
Use cases
Local restaurants, bakeries, pizzerias, coffee shops, family bistros, and takeaways, are each represented with imagery to help visitors see themselves in the product.
Process and integrations
The 3-step process (tell us about your place, link channels, AI keeps customers coming back) simplifies the onboarding story. Integration logos (Stripe, Mailchimp, Molzeit, OpenTable, etc.) build trust and show compatibility.
Inner page hero
Inner pages use a consistent hero pattern with full-width imagery and overlay text to maintain brand presence and reinforce the value proposition across the site.
Key outcomes
The project delivered a cohesive brand and marketing website built from the ground up. The final direction strengthened positioning clarity, improved message hierarchy across key sections, and created a modular foundation for future pages and campaign variants.
- Full brand identity: Logo, colour palette, typography, and visual language from scratch.
- End-to-end website: Marketing site with a clearer narrative hierarchy, feature blocks, social proof, and conversion-focused CTAs.
- Scalable system: Design system that supports future updates and new content without rework.
- Startup-ready: A cohesive digital presence designed to support credibility, growth, and ongoing iteration.
What I led and delivered
- Led the engagement from brand concept to launch-ready website delivery.
- Translated a broad value proposition into a clearer, decision-oriented content and page structure.
- Created a reusable visual and component foundation for future growth and campaign work.
- Balanced strong brand character with practical usability and conversion requirements.
- Set up a scalable baseline for further optimisation as the product and content mature.