Basque Identity Design
OVERVIEW
Restaurant + Market
Create a new brand and identity that clearly draws the line between a market palace and restaurant though signage and branding. The goal of the restaurant + market is to cater to the Casual cocktail experience but also appeal to the quick rush crowd of downtown.
PERSONA
Sophisticated Diners
The target persona is 30-50 years old. They are more sophisticated diners that understand a more interesting wine list and are not afraid to try a new unique dining experience. The lunch and dinner experience will differ, but still cater to the same clientele’.
The Basque Country
Restaurant Basque celebrates the cuisine of the Basque region — a community on the border of Spain and France with strong and distinct cultural traditions.
The Primary Logo
The primary logo is a classic wordmark, inspired by the vintage bread stamps in Spain. The style is handwritten, conveying the thoughtful detail and Basque inspired cuisine. We chose a wordmark because it helps viewers remember the name. It is also more identifiable, simple to use, and timeless without the need for variation over time.
The Cod Logo Mark
Restaurant Basque is inspired by the Basque region, where Cod is a staple in cuisine. The Basque region is also very much seaside. To combine these ideas, this mark pulls in a stylized cod fish, turning into the shape of an overhead view of a pot with a fork in the middle. This represents both the seaside aspect of Basque, as well as the cuisine. As shown, the cod logo can be used as a wayfinding badge, or as an alternate logo mockup.
Process Overview
Sketches
In the sketch phase, I explored some custom script lettering and some sort of mark that could represent the Basque countryside or the food that would be served. During my research, I found that the cod is a major component to traditional Basque Cuisine, so I started to incorporate that into sketching as well.
Initial Concepting
In the sketch phase, I explored some custom script lettering and some sort of mark that could represent the Basque countryside or the food that would be served. During my research, I found that the cod is a major component to traditional Basque Cuisine, so I started to incorporate that into sketching as well.
Chosen Direction
Ultimately, a few concepts were combined to create the final direction. The deep green, black, cream and gold colors compliment the interior design in the space. The client wanted to use a bright neon pink sign in the seating area, so this color palette allowed that to stand out and not compete.
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