Over the years, numerous advertisements, branded products, and custom projects have been created for SCHOOL Restaurant, all designed to compliment the restaurant's specific point of view and unique interior. As one of Toronto’s top brunch spots, the restaurant’s distinct brand identity has played a key role in its success. Central to this are elements like tightly kerned Helvetica in all caps, a color palette of black, white, and red, and school-themed imagery and references. These design choices contribute to the playful and whimsical nature of the brand, while also driving the need for constant exploration and innovation. It’s important to avoid repetition and prevent SCHOOL from becoming stale by overusing the same design elements. A great example of this is the annual holiday menus, which were frequently refreshed to maintain novelty. Creative approaches included concepts like imagining a bored student doodling a snowman on his homework, a chalkboard-inspired version, and an interactive menu to engage both kids and adults, all while tying in references to holiday activities and gifts.