DS Restauration is a family-owned food distribution group with 25 logistics centers in France today. The brand now rivals the industry giants and needs an identity that reflects its scale, without losing character or becoming sterile.

Close to its customers, passionate about cooking, and devoted to good food, DS Restauration reflects its main target: restaurateurs. The logo steers away from the world of logistics, drawing inspiration instead from traditional restaurant signs, with bold, hand-drawn lettering.

The group champions a particular vision of food: demanding quality, suitable for all budgets, and steering clear of the extremes of the modern food system. This philosophy is crystallized in its promise: On the Road to Good Taste. Driven men and women in the field, united by their taste and passion for always delivering the best quality.

We have redesigned the brand architecture to strengthen the impact of “DS Restauration” for the benefit of the sub-brands and distribution centers. We also incorporated the way employees and customers speak, referring to “DS” much like one would say “Monop”, with a minimalist version of the logo using just those two letters.