Jake Foreman
Illustrator
Articles & interviews3
- Base Design rebrands Ray’s Waterfront around home and heritage
Base Design's Melbourne studio created a heritage-led rebrand for Ray's Waterfront, a family-run restaurant and bar in Seward, Alaska. Rooted in the venue's original neon sign, family history and maritime setting, the identity spans a redrawn logo, typography, menus, printed ephemera, illustration, photography, website, merchandise and replacement exterior signage.
- Base elevates Ray’s seafood brand with heartfelt ’80s-inspired identity
BP&O’s Emily Gosling reviews Base Design’s rebrand for Ray’s Waterfront, a family-run seafood restaurant in Seward, Alaska. The identity draws on the restaurant’s 1980s heritage, featuring warm red and cream tones, nostalgic typography, and tactile details like matchbooks and postcards. Collaborations with illustrator Jake Foreman, photographer Jack Bool, and sign maker Tim Zamberlin reinforce the brand’s authentic, heartfelt character.
- New Branding for The Dinner Ladies by Universal Favourite
BP&O features Universal Favourite’s rebrand for Australian frozen meal delivery service The Dinner Ladies. The project refreshes the 17-year-old brand with a new heart motif, expressive illustrations by Jake Foreman, and a confident tone of voice developed with copywriter Cat Wall. The identity combines a warm, textural aesthetic with bold typography and a refined color palette to stand out in a crowded market.