What was only supposed to be revamping a menu, turned into much more. This full brand redesign was meant to create a cohesive, but more importantly, an inviting look and feel to this amazing restaurant. From the menu, to cups, clothes, posters and more, this redesign has it all.
While the inside of the restaurant already had an amazing atmosphere, it was in the design department where they were lacking, there was no cohesion or similarities between different parts of the brand. The idea was to take the idea from the menu that was designed first, and create a brand out of that. Brand recognition is really important and creating some key elements that could be used over and over again without spelling out the restaurant's name was important and would keep customers new and old intrigued.
The colours and overall look were greatly inspired by the restaurant ambience. The glow of the orange old-style lights, against the dark walls and cool plants creates an amazing atmosphere and it was the main focus of the design. The typography needed to be meaningful and recognizable, that’s why the same fonts are used for the logo, menu and promotional pieces. The fonts would be described as a modern-vintage fusion which completes the look very nicely. The wording was also something that was really important. Short phrases, catchy rhyming, creates intriguing posters and excited customers. The inclusion of simple graphics is what tied the whole design together. Taking the hanging lights straight out of the restaurant and onto their promotional pieces as well as the simple line pattern from the menu and using it in other areas creates a really cohesive design and great brand recognition.
