# Simple Comfort-Catering Graphics This Josip Kelava Menu Design is Down to Earth By Josh Triantafilou | Published 2012-04-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/josip-kelava1 References: [behance.net](http://www.behance.net/gallery/Common-Man-Restaurant/3173926) & [josipkelava](http://www.josipkelava.com/) Judging by his recent work for the [Common Man](https://www.trendhunter.com/trends/short-n-sweet-cafe) restaurant and bar in Melbourne, Australia, it would be difficult to accuse Josip Kelava of pretentiousness. The Melbourne-based, Croatian-born art director and photographer recently designed a slew of [logos and prints](https://www.trendhunter.com/trends/good-enough-logos) for the down-to-earth eatery that appeals to honest appetites and comforts. The Common Man restaurant caters to the working men and women of the city in which it resides. Its menu is brimming with a selection of hearty meals and refreshing beers that are sure to satisfy the appetite one acquires after a long day's work. Kelava's graphic design manages to be [slick and punchy](https://www.trendhunter.com/trends/the-frederick) while communicating the everyday appeal of its client. This is effective branding, as it distinguishes the restaurant from its competitors while staying true to the restaurant's business model. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 72% | Activity: 42% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Down-to-earth Branding:** Designing graphics that effectively communicate the everyday appeal of a brand while staying true to its business model. - **Slick and Punchy Design:** Utilizing graphic design that is sharp, eye-catching, and impactful in order to distinguish a brand from its competitors. - **Appealing to Honest Appetites:** Creating menus and designs that cater to working men and women by offering hearty meals and refreshing beers. ### Where This Applies - **Hospitality:** Using down-to-earth branding and slick design to differentiate restaurants and bars from their competitors. - **Graphic Design:** Focusing on creating visuals that effectively communicate a brand's everyday appeal and business model. - **Food and Beverage:** Catering to the appetite of working men and women by offering hearty meals and refreshing beers on their menus. ## Related on Trend Hunter - [Accessible Design Campaigns](https://www.trendhunter.com/trends/really-really-good-design.md) - [Casual Pizzeria Marketing](https://www.trendhunter.com/trends/uk-pizza-chain.md) - [Fast-Casual Industrial Style Restaurants](https://www.trendhunter.com/trends/rale-milanga.md) - [Vibrant Food Corner Designs](https://www.trendhunter.com/trends/branding-corner-design.md) - [Playful Restaurant Elevations](https://www.trendhunter.com/trends/toms-pasta.md) - [Minimally Designed Revamped Restaurants](https://www.trendhunter.com/trends/etch-restaurant.md) - [Retro-Inspired Beer Cans](https://www.trendhunter.com/trends/bellwoods-brewery.md) - [Accessible Brand Design Tools](https://www.trendhunter.com/trends/good-enough-logos.md) - [Swedish Craft Restaurant Designs](https://www.trendhunter.com/trends/persona-restaurant.md)