CASE STUDY #2
I was given the logo and icon as established branding when I began work with this client in 2012. I created all further print and advertising collateral for this restaurant based in my interpretation of this imagery and the owner's, Doug Vaira, concept vision. He wanted a restaurant that utilized fresh, local ingredients in a creative fashion. It was also his dream to evoke the sense of warmth and welcome that was reminiscent of your childhood kitchen.
The idea of "domestic" was supposed to be modern and current yet comfortable and familiar. His love for the arts, music and visual, was another strong component of the identity of the place. I coupled that with an ode to Doug's former career in journalism to determine the direction I would take this company.
I use a lot of distressed imagery and type to evoke the artisan, hand-crafted nature of the business. The typewriter typefaces both symbolize a past era and give a nod to Doug's history. I use a two color, analogous scheme so that the colors can cohabitate peacefully. The green and yellow hues are fresh, vibrant and offset the black text nicely. I use offset registrations in some of the heading work in the text to further the handmade principles.
I basically tried to format the three beverage menus off of the food menu since that had the most moving parts. The two color system is very apparent throughout these menus. The beer menu needed to communicate the amount of local beers available.
Posters and Flyers
I've created several different pieces to fill various needs over the years. Doug uses several tools to get feedback from his clientele such as email clubs, comment cards and rating sites like trip advisor.