Should I use stock images or a custom illustration?

Yes to your own photo or illustration, when the dish and the room have to be recognisable and a library image would work just as well for the venue across the road. A simple drawing fits an icon, not a stand-in for the dish on the pass.

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See whether the image could be on the poster across the road. The Madrid miss is the same croquette photo on three vinyls on the same block. If there is no photo, Cristina uses a simple drawing from the system; if there is one, the piece carries that photo and nothing from a library.

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Join a community for people who care how a brand shows up on the door, the menu and the phone—not just in a pretty PDF. We share brand judgement you can use this week: names, systems, applications and decisions that hold on the floor. No endless moodboards, no empty decks and no agency theatre. Short takes, clear examples and tips for local businesses that already exist and need to look like themselves at every touchpoint.