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Friendship Market

Food & Bev

Signia by Hilton Atlanta sought out Tenderling to create a friendly brand for their grab-and-go café that tied to the chosen name and offered a cozy communal spot.

Outline map of North America with a peach-colored dot marking a central location in the eastern United States.
Retail store entrance with "LET'S BE FRIENDS" sign above, display of products inside, blue walls, and "FRIENDSHIP MARKET" text on the left.

Approach

Tenderling worked to form a café brand that feels inviting and friendly to stand out from the hotel’s other outlets. The design focused on fun tones, approachable language and handcrafted details to create a welcoming atmosphere for both guests and locals.

Services Provided

  • Brand Identity
  • Brand Language Development
  • F&B Menu Design
  • Operational Collateral
  • Brand Strategy and Research
  • Custom Illustrations
  • Tone of Voice/Positioning
  • Brand Guidelines
Logo with the text "GDUSA" in large, tan letters above smaller text reading "Graphic Design USA" on a transparent background.
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Two baguettes and a round loaf in branded paper sleeves on the left; a hand pours milk into iced coffee in a glass on the right.
The image is split vertically: the left side has wavy text repeating "LET'S BE FRIENDS" in black on green, and the right side has a tan grid pattern on a cream background.
Various food items, including a cookie, waffle, sandwich, juice, cake, croissant, ice cream, coffee, salad, donut, and sushi, are illustrated with smiling faces and stick arms and legs.
A clear plastic container with colorful wraps is next to a closed brown takeout box labeled "Friendship Market" on a light surface.
Modern market interior with a counter, menu boards, shelves of products, and a neon sign. The right side displays "FRIENDSHIP MARKET" on a solid yellow background.
Assorted menu items and signage for "Friendship Market," featuring simple line illustrations of food items like sandwiches, pastries, and bowls on a textured background.
A neon sign reading "LET'S BE FRIENDS" is mounted on a mesh panel above a tiled wall in an indoor setting.
A sign reading "Friendship Market" is displayed on a wall; in the background, snacks and refrigerated drinks are visible inside the market.
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