DON’S ORIGINAL
Brand Identity
Don’s Original is an iconic waterfront diner in the Sea Breeze neighborhood of Irondequoit, New York. For generations, it has been more than a place to eat—it’s a place tied to memories of summer days, family breakfasts, and the unmistakable charm of a classic American diner.
In September 2024, Don’s Original entered a new chapter under the ownership of lifelong Rochester natives Reo and Alayna Alderman. Together, we developed a refreshed visual brand that honors the restaurant’s history while bringing it forward for a new generation of visitors. From the logo and signage to merchandise and Don’s famous Hot Sauce packaging, every element was designed to evoke warm, nostalgic memories.
Today, the Sea Breeze location proudly stands as the one and only Don’s Original—continuing a legacy of quality food, family atmosphere, and hometown pride through a brand that feels as enduring as the memories it represents.
