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    The owner of Front Street Deli was embarking on a new adventure of opening a new restaurant concept. This restaurant is an upscale rustic venue … Read More
    The owner of Front Street Deli was embarking on a new adventure of opening a new restaurant concept. This restaurant is an upscale rustic venue where the majority of items were handmade from pieces of an old barn nearby. The food is all hand grown in their garden down the road, and all dishes are made by Chef Jeff Storm. The client was in need of a logo, menus, and signage. Looking for a strong mark, I began sketching after reviewing the client’s ideas and came up with various options of how he might want to represent his establishment. One of the key factors was the idea of “Next Door” being the huge focus of the restaurant, as the owner’s deli shop neighbored the location of his dream concept restaurant. I combined the symbolism of a directional arrow with the rustic nature of a barn, which spurred the idea of a weather vane. This idea was solid and was incorporated into many of the other contending logos, coupled with the barn itself. It was an instant hit for the client and he loved the weather vane arrow concept, which ultimately was his final pick. The brand’s identity is reflected primarily through my logo concept, which directed the rest of the creation of menu and signage designs. I wanted to keep the menus very clean and simple, as the words did much of the talking, as opposed to photos. The menus were also going to be changed seasonally, which meant the template had to be accessible and standardized so that my client could make edits at any time without destroying the design’s integrity and simple aesthetic.  The signage that was created for the actual storefront highlighted the logo design. I broke it down, but retained the strength of the logo while converting it to landscape from it’s original portrait orientation. I worked with AJ Sign’s to make sure the size and color were right on, as an important part to my process is quality control and treatment of components and how they work with one another in order to meet the client’s objectives. Read Less
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