La Pomme de Terre is a neighbourhood French bistro located on Yongfu Road in Xuhui, Shanghai. The name originates from the founder’s nickname and reflects a simple yet universal idea: the potato is one of the few ingredients that truly transcends cultural boundaries.

The visual identity is built around the idea that a potato does not need to be extraordinary. A hand-drawn brush-script typeface was chosen as the core visual element. Uneven strokes, subtle spacing shifts, and an organic rhythm introduce a sense of humanity: Unrefined, restrained, and quietly confident.

This attitude extends throughout the system. Earth tones establish the foundation, red introduces emotional depth, and a soft yellow acts as a contrasting and dynamic color. Layouts is intentionally loose. Like the ingredient it is named after, the identity does not seek to impress through ornament or complexity. Instead, it aims to feel familiar and honest.