Restaurant Menu & Branding

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Restaurant Branding and Art Direction

Oak & Crew

Spring 2016

Delta Grand Okanagan needed a new restaurant to go in their Kelowna location. I worked with a team to create a brand strategy, explore naming options, visual identity and various applications behind the launch of the new brand. The delivered pieces included wordmarks, menu design directions and signage, to go with the interior design creating a holistic experience. OAK + CRU Social Kitchen and Wine Bar draws its inspiration from the bounty of the Okanagan Valley, which includes over 250 wineries and an abundance of local food producers and artisans.

Behind the Name:
In addition to paying tribute to the oak material used throughout the restaurant’s interior , "oak" also speaks to the wine making process while "Cru” is a French wine term that translates to growth. "Cru” also draws parallels to terroir, farming and the growth of the abundant Okanagan produce.

Created while working at mackaywong.
Graphic work created in collaboration with Carine Paratian.

Below are the various menu concepts we suggested -

Menu Option 1 - The Final Menu Design Selected
substrate: oak/wood board, cardstock insert pages
binding: medium thickness hemp twine wrap
finishes: laser-cut burnt logo (back side)

Menu Option 2

substrate: wood board (with edges painted black), cardstock insert pages
binding: flat file fastener (painted black)
finishes: foil stamped logo (rose gold)

Menu Option 3
substrates: cream linen fabric (covers), plaid fabrics, warm yellow fabric (restaurant story), cardstock insert pages
binding: straight machine stitch (some thread left hanging)
finishes: colour print on various fabrics