This brief was a part of the MADC (Melbourne Advertising and Design Club) competition that I won in 2013. In conjunction with the brief I was also given the opportunity to visit the top design firms in Melbourne and learn from the best it the business.
The Brief
The brief was to create a brand identity for a new and contemporary tapas bar located in Fitzroy, Melbourne. The target audience is to be males and females between 22 - 40 years old with either single or double income with no kids. The brand values are: creativity, authenticity, connection, curiosity.
The brief was to create a brand identity for a new and contemporary tapas bar located in Fitzroy, Melbourne. The target audience is to be males and females between 22 - 40 years old with either single or double income with no kids. The brand values are: creativity, authenticity, connection, curiosity.
The Brainstorm
Staying true to the brands values of being authentic and creative background research was concentrated in Spain, where tapas originated. Spain is rich in culture, traditions and vibrant festivals where food and socialising go hand in hand. Antoni Gaudi is a famous part of Spain and its history, with his art nouveau style and love of mosaic tiles which he used across many of his designs.
Staying true to the brands values of being authentic and creative background research was concentrated in Spain, where tapas originated. Spain is rich in culture, traditions and vibrant festivals where food and socialising go hand in hand. Antoni Gaudi is a famous part of Spain and its history, with his art nouveau style and love of mosaic tiles which he used across many of his designs.
The Concept
The branding theme for Antoni Bar Tapas Restaurant is one that encompasses the idea of small pieces coming together to make a whole. Tapas is small portions arranged together to make a meal, mosaics are small pieces arranged together to make an artwork and a bar is a place where individuals come together to enjoy each others company.
The branding theme for Antoni Bar Tapas Restaurant is one that encompasses the idea of small pieces coming together to make a whole. Tapas is small portions arranged together to make a meal, mosaics are small pieces arranged together to make an artwork and a bar is a place where individuals come together to enjoy each others company.
The Name
The name chosen for the tapas bar was ‘Antoni Bar’ inspired by Gaudi’s use of mosaic tiles in his architecture and the connection that has with the brand theme ‘together’ and Spain.
The Logo
The mosaic element is the glue that holds the Antoni Bar tapas theme together, it encompasses the concept of separate parts coming together to make a whole. The mosaic watermark also contains the letter 'A' to assure the branding is spread through all elements.
The mosaic element is the glue that holds the Antoni Bar tapas theme together, it encompasses the concept of separate parts coming together to make a whole. The mosaic watermark also contains the letter 'A' to assure the branding is spread through all elements.
The Overall Design
The over all design is one that is vercitile and sophisticated, it can be adapted in colour, pattern and effect which allows it to be used with a range of print and digital media. The concept is one that is unique and perfectly fits with the brief outline.
