Alexander Clark, a London-based designer, created Olio, a brand identity for an Italian restaurant, without the constraints of a client brief or deadlines. This project, aimed at showcasing his work, is now available on Brands Like These, a marketplace for independent designers to sell ready-made brand kits. Clark's approach addresses a common issue in design: many great ideas remain unused. He believes that getting a brand live quickly is more beneficial than letting it sit in his portfolio. Olio's visual identity draws inspiration from the sensory experiences of Southern Italian dining, incorporating elements like an animated logotype, distinctive typography, and a thoughtful color palette. Instead of typical Mediterranean colors, he chose warmer tones, reflecting Southern Italy's architectural and culinary heritage. Designing without client feedback posed challenges, but Clark emphasized maintaining high standards and took creative risks, such as using the golden ratio for layout designs. His inspiration came from the less-explored regions of Sicily and Calabria, highlighting the beauty of olive oil and water interacting. This concept became a metaphor for dining experiences. Clark's extensive background in hospitality helped him build strategic elements for Olio, focusing on the feelings that potential customers would associate with the brand. He recognizes the unique demands of the hospitality sector, where designers must juggle digital and physical mediums while maintaining quality. Despite current challenges in the industry, Clark is optimistic about the future and believes his work can contribute to its recovery, even if he never meets the eventual buyer of Olio.