The corporate design for the Holyfields restaurant chain aims at a personal overall identity by avoiding anything that appears standardised, noisy or hasty. Illustrations express a contemplative style that is enhanced by a timeless serif typeface. Witty, playful stories are told on advertising materials, screens and packaging. And with the appealing dictum “time to eat”, customers are invited to linger and savour in these hectic times. The restaurants’ elegant interior design is highlighted by large-scale illustrations on the walls.