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Proper Crook
SCAD Portfolios
Branding
 
 
 
 




Assignment:
Create a restaurant brand identity and build a conceptual concept around a theme or time period.
 
 
 
 
Proper Crook is a fictional community kitchen that serves as a restaurant and bar inspired by the Chicago Noir Era.
The restaurant features a seasonal menu and is open for late lunch and dinner, extending into the late night bar scene.
 
A classic typewriter treatment is blended with custom hand–drawn text, hand—drawn script and is paired
with cross–hatched illustrations of proper crooks to highlight the vintage metropolitan mob lifestyle. 




 




 
The Specials Menu
The menu was constructed horizontally to portray a line up of the Proper Crook weekly specials. Each menu item is communicated in a hand drawn-lettering, described in hand-drawn script, and is attached to its own illustration of a crook to mimic time period's chalk type and rap sheet information that came from a traditional line-up.
 
 
 
 
 
 
 
 
 
The Drinks Menu
Featuring specials for the day, the drinks menu features closer mug shots
of our proper crooks and is formatted to look like old vintage rap sheet.
 
 
 
 
 
The Crook Book
To contrast the illustration aspect of the menu system, photography from old photos were worked into the design system
within the cook book's layout. The typewriter typography was worked into the design continuing the ink and stamp
effect. The cook book also features hand scripted notes from each chef for the recipe being portrayed.
 
 
 
 
Proper Crook Match-boxes
The restaurant's promotional piece is a match-box set that act as collectable items. Each match-box features
two crooks and information about the restaurant. When put together a line-up of our Proper Crooks is formed.
 
 
 
 
featured on Design Ideas

identity winner 2015, AIGA Flux student design competition
Proper Crook
1.2k
14.3k
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Published:

Proper Crook

Assignment: Create a restaurant brand identity and build a conceptual concept around a theme or time period. Description: Proper Crook is a ficti Read More
1.2k
14.3k
27
Published: