RESTAURANT BRANDING
CHALLENGE:
For this project we had to choose from several restaurant names and come up with branding for the restaurant. This included the logo design, colour choices,2 separate menus for behind the food and drink bar; Salads, and Soups and Sandwiches, a table brunch menu, design assets for the restaurant, mock up designs for take away cups, pastry bags, a take away box, a salad bowl, uniforms, the exterior design of the restaurant, and 3 walls for the interior design of the restaurant.
SOLUTION:
I chose Fig & Fern for my restaurant name, using a deep, rich, dark purple, a dark earthy green, a light earthy green, a neutral green, as well as a dark grey. I used a white, weathered looking brick facade to create a rustic appeal, with a deep purple trim at the bottom to match the Fig & Fern sign with ferns and lavender in the front garden bedand a fig plant on the rooftop with ivy climbing the front wall to help create an earthy atmosphere for the restaurant.
DESIGN DIRECTION:
The Fig & Fern logo is a thin, elegant font that is modern, elegant, and playful, all in lower case. For my design assets I used a green fig leaf, ferns, lavender, ivy, and fig plants outside. I hand panted the front cover of the menu in water colours and ensured the purple tone was close to the deep purple I used throughout the restaurant.
The welcome wall is a deep grey, using that same image of the watercolour I worked with in the menu cover to create texture to the wall so it appears to look like a textured chalk board with a simple message: welcome friends in lower case, in white encased in a white circle, using the same font as the restaurant name. I used the circle as it is a welcoming shape that creates union, similar to a wreath. I chose to work with lower case as I want this restaurant to be a fun, cool place to eat delicious, classy food.
I brought the facade in for the interior wall by the window to tie the two together, using a giant green fig leaf spanning from the right, and reaching towards the window. I used natural pine wood accents as a contrast for the tables. For the washroom wall, I used a deep, dark image of a fern in a dark forest floor to bring a hint of the fern into the restaurant, creating visual appeal and contrast to the restaurant with a white wall down the hallway and a dark green wall at the end of the hall to match the green fig leaf in the window. I used this same green on the bulk head and for the wall behind the bar and an earthy black below the food bar to match the black of the fern mural image.
The menu has touches of purple in the design. I kept the take aways minimalistic with a simple logo on the sustainable brown substrate of the cups, the logo is showcased in a circle sticker for the white pastry bags to match the circular theme from the welcome wall. For the box, I used a stamp with the Fig & Fern logo that could be used to help save on cost for the restaurant. For the take away salad bowls, I used a sustainable brown cardboard stock paper with a white label with the ingredients for one of the salads. The uniform matches the green from the fig leaf on the apron with a simple fig & fern logo embroidered on the left side.