BOUCHERIE

Branding – New York

Three nights I sat up all night drinking absinthe and thinking that I was singularly clear-headed and sane.

The waiter came in and began watering the sawdust.
The most wonderful flowers, tulips, lilies, and roses, sprang up and made a garden in the cafe.

“Don’t you see them?” I said to him. “Mais non, monsieur, il n’y a rien.” – Oscar Wilde

The design for the branding of Boucherie was inspired by La Belle Époque,

a time that is associated with indulgence and joie de vivre, to create an air of optimism, prosperity, and culture.

It can be the joy of conversation, joy of eating, joy of anything one might do —

a comprehensive and all-encompassing joy, a philosophy of life.

Bold colors for the branding were chosen to contrast the hard and rich woods of the interiors.
The light-heartedness and bold Art Nouveau posters were the main sources of color.
The rich red, taken directly from classic French butcher shops,

contrasts against creamy white and beige backgrounds and immediately transports guests to a French mentality.

Every detail of the branding needed to reflect a richness found in the cuisine.
The sans serif typography with a 3D touch emulates the vintage metalwork signs of old French butchers.

Other supporting typefaces were inspired by the 17th century.
Didoni serif and italic typefaces were used and interwoven together in order to make it feel authentic,

all the while creating a system that was efficient for the restaurant.