London-based designer Alexander Clark has taken an unconventional approach to brand design by creating Olio, a complete visual identity for an Italian restaurant, without any client involvement. The project, inspired by Southern Italian dining culture, was developed purely as a portfolio piece that has since become available for purchase on Brands Like These, a marketplace where independent designers sell ready-to-launch brand identities to entrepreneurs.

The unique business model addresses a common challenge in the design industry where exceptional creative work often remains unseen in designers' portfolios. "If a brand can be live within a week and I'm still credited, that's better than it sitting in my folio," Clark explained. "It gives the work the reach it deserves." This approach represents a departure from the industry's traditional focus on bespoke, client-specific work.

In an era increasingly dominated by AI-generated logos, Brands Like These specializes in agency-standard brand kits created by human designers. Clark believes that "creating brands entirely with AI feels like a recipe for disaster in terms of intellectual property and originality." While he does utilize AI tools for support tasks such as proofreading and quick visual references, he emphasizes that these tools never serve as replacements for human creativity. "Platforms like this celebrate human craft, intuition and storytelling," he noted. "Hopefully, it reminds people of the value of real creative work."

The Olio identity draws inspiration from the sensory experiences of Southern Italian dining culture, including shared meals, sunlight reflecting on olive oil, and architectural golden ratios. Clark's comprehensive brand package includes an animated logotype, tone of voice guidelines, typography selections, color palette, motion graphics, photography direction, and various templates. However, designing without client input presented unique challenges for the experienced designer.

"Without feedback, you can drift into something that just looks nice rather than something that works," Clark acknowledged. To address this challenge, he made deliberate efforts to maintain the same professional standards he would apply to traditional client projects. At the same time, he appreciated the creative freedom that allowed him to take calculated risks, such as heavily incorporating the golden ratio into menu layouts to create visual movement.

Rather than drawing from typical Italian dining influences, Clark found inspiration in the less-explored regions of Sicily and Calabria, areas renowned for their olive production, oil, sunshine, and coastal charm. "I was intrigued by how oil and water don't mix, yet together create these beautiful, organic forms that catch and reflect light in unexpected ways," he explained. "That movement became a central idea, a metaphor for conversation, sharing and the fluidity of dining together."

The color palette represented another thoughtful design decision. Instead of relying on conventional Mediterranean blues and terracottas, Clark selected a softer, more grounded palette. "Drawing from the rich heritage of southern architecture and food, the palette feels warmer and more familiar, creating a sense of authenticity and comfort," he noted. This choice reflects his commitment to creating an authentic rather than stereotypical representation of Italian dining culture.

Developing strategic elements such as tone of voice, social media templates, and marketing direction without knowing the actual business behind the brand required Clark to draw upon his extensive experience working with hospitality brands. "Some come with in-depth brand guidelines, others barely have a color palette, but they all share one thing: they know how they want people to feel," he observed. "That's what I focused on. I wanted the tone, design and assets to be able to evoke that feeling of being by the coast with a martini, or in a grandmother's trattoria, relaxed, welcoming, a little indulgent."

Clark's specialization in hospitality design stems from the sector's unique demands. The hospitality industry requires designers who can function as versatile professionals, moving seamlessly between digital and in-store applications while maintaining both commercial instinct and creative craft. "The pace is fast, the plates are always spinning, and you have to stay flexible, but there's a real freedom and creativity in that," Clark explained. "Other industries can be more rigid or seasonal, whereas hospitality demands an all-rounder: someone who understands different mediums from digital to in-store, has a good commercial instinct, and can move quickly without losing the craft."

Despite the hospitality industry currently experiencing challenging times, Clark remains optimistic about its future. "I'm hopeful it'll come out stronger," he stated. With Olio now available for purchase, there's potential for his work to contribute to the industry's recovery, even though he may never meet the entrepreneur who ultimately buys and implements the brand identity. "Whether it sells or not, it's giving the work an opportunity to live beyond my own portfolio," he reflected. For a designer who values craft, intuition, and the human stories behind brands, this opportunity represents a meaningful way to ensure creative work reaches its intended purpose.