DOT

DOT is an all-inclusive POS and restaurant management platform that runs every part of an operation, from taking orders to tracking inventory, in a single system. In 2022 the team came to us ahead of their go-to-market push with a product that already worked and a brand that didn't exist yet. We built the identity from the ground up and rebuilt their pitch into a deck that could hold a room.

Restaurant tech is a category that all looks the same. Blue gradients, a laptop mockup, a grid of feature icons. DOT needed to be recognisable in a screenshot, not just in a full brand guideline. The audience made it harder: the same brand had to feel approachable to a single-outlet café owner and credible to a chain running twenty locations. And "all-inclusive" is the kind of promise that quietly turns every pitch into a feature list, which is exactly the deck DOT arrived with.

We built the identity around the name. A dot is a full stop, the point where things end, and that became the idea: every restaurant operation ends here, in one place. The dot carries through the system as its base unit, from the icon set to the layout grid, in a palette warm enough for a single café and restrained enough for a chain. For the deck, we stopped presenting modules and started presenting a day. The story follows an operator from first order to close, and each problem introduces the part of DOT that solves it. The features didn't change. The order they arrived in did.