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Friendship Market

Food & Bev

Signia by Hilton Atlanta partnered with Tenderling to develop an approachable brand identity for its grab-and-go café. With a name already selected, the goal was to craft a brand that would bring the concept to life as a cozy, communal hub.

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

We created a full café brand that emphasized warmth and everyday delight. Every detail from signage to packaging was crafted to feel both polished and personal, reinforcing a sense of hospitality that aligned with Signia’s elevated standards. The result was a brand experience that increased guest engagement and encouraged repeat visits.

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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