Monday, 2 December 2013


After finalising a concept, I wanted to research into the branding of well designed and thought-out conceptual restaurants before carrying out primary research. 

Below is an extensive list of branding and identity which I really like in regards to type, design and concept. Below each I have written a short statement, explaining why I like each one and why. Others are more conceptual then others, however the official description for each, written by the designer has already been placed above. 

"Shovel & Bell
Branding & identity.

Shovel & Bell is the latest up-market gelateria and cafe in Guangzhou, China. The brief was to create an artisinal gelato brand with an emphasis on experience, quality, and taste. Shovel & Bell's vision was to use traditional preparation methods for making gelato and premium ingredients, versus industrial production and preparation. Their customers were to be working adults who appreciate quality and enjoy indulgence. 
The name "Shovel & Bell" came from the idea of traditional gelato shovels, and childhood feeling when you hear the ice cream bell. We introduced a colour palette of 10, gelato-inspired colours, along with gelato drips and splatters as part of the visual elements. While we wanted our brand to reflect quality and luxury, we also wanted to bring out the childish side of people — the feeling of a cold scoop on a hot summer day.

Featured on:
Identity Designed (6 Feb 2013)
Branding Served (5 August 2013)
Blog Del Diseño (11 November 2013)"

Modern, Minimal, Monochrome, Smart, Luxury, Tradition.

I really like the simplicity of the branding and identity of the gelato firm. I love the monochrome, with slight colour on the business cards adding a cheeky, playful and youthful finish appealing to all ages and walks of lives.

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"The Pelican is a seafood dining institute inspired by the comfort and celebratory spirit of seafarers returning to land after a long voyage. Inspired by the pelican, a bird often seen on coastal regions, the restaurant brings to mind the anticipation visiting a brief haven where the comforts of good food and great company reside.

The graphic of mixing human characters interacting with sea-inspired animals is inspired by the dual functions of the Pelican restaurant & bar. As the evening progresses, The Pelican transforms from a dining space to a groovy bar to club and wine deep into the night. This blurring of the boundary between when it is a restaurant and when it becomes a bar is a blurring of what is formal and what is not, leading to our graphical interpretation of blurring the boundary between what is real and what is imaginary. As the boundary blurs, the graphic expression then goes into a series of illustration that features Mary Poppins-like character riding a giant pelican or playing sea-horse jockey. The same design intent is communicated within the interior space design through the neon pink sea-horse spotting a diver's mask or singular tear-drop light fixtures suspended in air."

Menu board in use.

Classy, modern and smart interior with hints of Magenta within the decor.

Stitched Menus - Quality finish, hand made, hand caught etc. Playing on idea of fishing nets and equipment.

Screen printing and overlaying of image and text on business cards creating a dark purple hint within the Pelican illustration.

Clinical, Organised, Grid, Layout, Minimal, Modern.

I really like the use of wooden clip boards to hold the menus in place. 

Bright, Modern, Eclectic, Smart, Sleek, Illustrative and Colourful. 

The first thing I noticed about this branding is the strong colour theme: gold, brown/umber, white/cream, navy, magenta and turquoise. Very conceptual being themed on Seafood, in a port with sea based illustrations and branding. The concept and idea is continuously used from design to decor and branding of the restaurant itself. The use of type is also minimal and kept co-ordinated using two fonts throughout in the same colour schemes adding continuity. 

Overall a very well thought out idea and concept for the restaurant identity and branding based on a strong conceptual theme throughout. 

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"An identity rebrand for The Cheese Shop based locally in Nottingham. 

The new Cheese Shop brand identity is clean and simple, following the idea that 'It does what its says on the tin'. The Cheese Shop sells cheese and it does it truly well. When going to visit the owners of The Cheese Shop to ask some questions about their brand, i realised that the atmosphere there was very friendly and welcoming. I felt that this was also a USP and is indicated within the conversational language that features throughout the designs. The designs have been screenprinted onto a variety of shades of murano paper to suggest quality and to give a personal touch."

Screen printed brown kraft paper and bags for the identity and branding. Features very rural, countryside, homemade and a quality feeling and tone to the packaging. The addition of string, is a really nice, rural, natural aesthetic and a different way of holding the packages together in a aesthetically pleasing manner.

Typographic logo - simple, clean, effective.

Different fonts and layout compositions have been used to create different prints and visuals to use.

Simple, clean, minimal design with emphasis of stereotypical formal, British fonts defining quality through aesthetic and typographic choices.

I really like the classic, formal and vintage deli style branding, it reflects the British identity and rural, hand made focus of the products being sold. The colour scheme is neutral, rural and clean in terms of print.

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3 Colour, Colour Scheme; dark and light grey, orange. 
2 different logos have been created using the same illustration, with different surrounding elements and colour choices.

Very smart clipboard menu. Very simple menu design also, using all three colours. 

I really like that the branding and identity includes its own drinks coasters, adding playfulness, and informality to the location, whilst giving personality.

Exterior view of restaurant with matching signage.

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Branding and menu design for a restaurant called "Coyote", an Italian restaurant with a touch of Mexican accompaniments. The menu shown has a playfulness with the illustrations and type, along with various colour choices.

Smart, Clean, Crisp, Experimental, Different.

Illustrative, however primarily type based inserts of the menu.
Unusual use of grid and format used throughout the menus pages.

Colour Scheme - Dark, Intense, Rich, Bold, Warm.

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"Am Steinberg Hotel

Steinberg, translated "stone mountain", is a little nice Hotel located in Röthenbach an der Pegnitz (Germany). The given name was the key to reach the right interior design concept, making the mountain silouettes and crooked lines its main focus.

The corporate design also had to include a simple but recognizable icon, a mountain silouette that was applied to the whole corporate design, includin stationary, signage and other decoration elements.

The use of wood and natural elements was also a "must" in their concept, therefore some elemets like the drinks menu or the sign system."

I really like the unusualness of the menu shown above, with the entirety of it being laser cut. This has also used for the key chains and other signage.

Mountain-esk themed entrance.

Smart, Wooden, Shape, Modern, Unusual.

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"The Porc Bistro is a French restaurant serving pork BBQ menu mainstay as one of the attractions of interest by the audience foodies pork menu. Warm and refined, while chic and relaxing, The Porc Bistro has become an ideal spot for anyone seeking to rediscover the classics of bistro cuisine. The Porc Bistro has evolving porc menu that feature traditional ingredients paired with a fresh approach that focus on personalized and modernized classics. 


Published : 2013
Client : The Porc Bistro
Location : US
Disciplines : Art Directing, Brand + Identity, Menu Book, Website Design"

Menu on chopping board style wooden blocks with handles for ease of use.


Waiters Notebook and tied with cotton and fabric on a wooden board. Consistent theme and colour theme used throughout which I feel is very important. The logo is shown above applied in two ways - black on white and white on black.

Well directed photography shown above with food and cutlery, napkins etc showing the brand to its full potential.

Online website featuring menus and visuals.

Illustrations shown above as well as application of the logo in two different ways - on wood and on kraft paper bags.

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Branding, Web Design, Print Design & Creative Direction.

Food& is a collaborative project established in Summer 2013 to set up a new culinary resource and online food journal. The website documents and promotes food-based stories, creating an international platform that allows talented individuals, creatives, cooks and makers to collaborate and share their skills and stories with the world.
As co-founders of the project, Passport have developed the brand identity, designed the website, created arange of printed promotional material and worked on the creative direction of a launch event. The branding uses interlocking letterforms to subtly

communicate a sense of sharing and collaboration whilst the line that follows the ampersand simply indicates that the project is about more than food.... but also photography, stories, gatherings.
Visit the Food& website here.


WebsiteDesign by Passport. Build by RefreshInteractive

Recipe Books — Design by Passport. 
Illustrations by LizIbbotson.

Launch Event — Creative Direction by LordWhitney, Passport, Ross Featherstone & Katy Lanceley. 

Styling by LordWhitney
Print & Promotion Design by Passport. Photography by VictoriaHarley. "

I chose the branding shown below, due to my love of Passport and their branding and design qualities

It has a very rich, classic and simple aesthetic which is transferable and relatable online and digital. 

Massive fan of the binding method shown above and the stock chosen.

Colour, fonts, logo and spacing spec for all branding and identity for F&.

Use of black and white imagery for depth and tone, as well as the use of several natural stocks.

In context, interiors and web design elements.

Hand drawn botanical style illustrations.

Use of clip boards cropping up once again to hold menus.

Adaptable to iPhones etc.
Smart, Slick, Organic, Nature, Raw.

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"Visual identity and communication strategy:

For 10 years Henrik Norström and his team ran the recurrent Michelin-awarded restaurant Lux Stockholm at Lilla Essingen. Bror Rudi created a visual identity that should reflect a fine dining concept by a creative cooking artist.

Henrik was a pioneer in Stockholm using local produces to a seasonal menu. The restaurants tagline “Local kitchen – Global mind” very well reflected the ambition and the soul of Lux Stockholm as a restaurant. Pointing out the creativity and the palette of local and seasonal produce we engaged artists by the year to create the four seasonal menus. Illustrator Zac Magique and Ola Bergengren infused the experience with their own characteristics in presentation of the menu to the extent that guest kept the menus as pieces of art to adorn a their walls at home wich, for Lux part, was brillant marketing."


Embossing, rich warm colour scheme.

Web elements.

Spot varnish logo, above and below..

Bright, warm, colourful, minimalist, smart, modern, posh.
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Below is a zine style menu and illustrative, eclectic branding for a restaurant/cafe. The colours are rich, using mixed media, illustrations, monochrome, metallics and folding.

Interior, very type based - eclectic, hand rendered.

Various logos designs.

Interior echoing menu aesthetic.

Prints for menus, folded and foiled as shown below with their logo.

Heavily influenced on type, with an interesting, playful pastel colour scheme and print.

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"This was a brief from 2010. 
Restaurant branding for a Brasserie and Bistro in Amsterdam
The key aspect of the brief was to brand a restaurant with the audience being primarily typography based. I thought of the name KËRN with the relation to the kerning of type, which was my inspiration behind the logo.
I applied the brand across a range of media within print and web."

A previous entry to the brief I am currently working on. This is Samuel Hoh's project from 2012 based on a concept of "Kerning" shown through a fork and type logo. Very simple and conceptual. The minimal colour scheme also works really well with the aesthetic, accessories and photography.

Bright, warm colours used throughout.

Orange logo used on mock-up of website shown below, contrasting with the menu.

Addition of laser cut coaster.

Kerning shown through the fork illustration above.

Triple-ply stock.