Branding daily yolk: brunchin’ with a cult

Daily Yolk is a modern, funky all-day breakfast club built for slow mornings, late nights, and the people who know brunch is more of a lifestyle than a mealtime.

This project started as a creative concept and quickly spiraled (in the best way) into a full brand world — complete with weird taglines, ritualistic menu copy, and a cult-adjacent voice that makes fried eggs feel slightly spiritual. I developed the brand’s tone of voice, tagline options, and full menu structure, including custom section titles like Make a Sacrifice (buy the kitchen a shot) and Worship the Sizzle (egg-forward menu items). Every line was crafted to feel like a cosmic breakfast transmission.

This one’s for the mimosa mystics, breakfast believers, and anyone who gets yolked at 2AM.

The scope

Brand Voice Direction
Tagline Development
Menu Copywriting
Restaurant Concepting
Logo + Supporting Illustrations
Menu Design
Social Design

Why This Direction Works

In a sea of minimalist brunch spots with avocado logos and copy that sounds like it came from a robot’s Pinterest board, Daily Yolk stands out by being unmistakably alive. The surreal, slightly culty tone invites customers into a world — not just a restaurant. It builds curiosity, loyalty, and word-of-mouth appeal by giving people something to talk about before their food hits the table. Weird works when it's intentional. And in hospitality, that memorability is everything.