Branding & design for two classic Berkeley eateries.
JOHN PALUSKA
Owner / Comal &
The Advocate
Refined flavors and pristine vibes: Comal and The Advocate are a feast for the senses.
Before entering the restaurant industry, John Paluska managed Phish for over twenty years. Following our work on band projects, we collaborated on the design systems for his Berkeley restaurant concepts: Comal and The Advocate.
While The Advocate was relatively short-lived, Comal (alongside Comal Next Door and Bar Comal) remains a staple for Oaxacan cuisine in the Bay Area, frequently recognized on The San Francisco Chronicle’s Top 100 Restaurants list.
COMAL
Time is a flat circle.
I expanded Comal’s existing identity system through menu design, packaging, and event graphics—including posters for their annual Lucha Libre New Year's Eve event and a 5th-anniversary print inspired by the patio's circular metal fire pit.
I also developed identity marks for brand extensions, including Comal Next Door and Bar Comal. During the Covid pandemic in 2020, I assisted the team in transitioning to takeout service by designing branded packaging and cocktail bottle labels.
The Advocate Identity
Mediterranean-inspired California Cuisine in a Historic Berkeley Neighborhood
After a lengthier-than-expected permitting process in Berkeley's Elmwood district, Paluska named the restaurant The Advocate—a lighthearted nod to the legal hurdles involved in opening.
The logo features typography inspired by Arts & Crafts architectural details found throughout Berkeley. The mark anchored a menu focused on wood-fired Mediterranean dishes made with local ingredients, with the custom "A" emblem used across print materials and exterior signage.
MENUS & COLLATERAL
Wish you were here.
I designed modular menu templates using visual details sourced from historical Elmwood postcards, accompanied by custom sidewalk signage to direct foot traffic to the restaurant's location on Ashby Avenue.
