FITZROY // Logo Design and Brand Concepting
This project was done for the Collins Quarter Restaurant Group, in Savannah, Georgia for their new restaurant, The Fitzroy Kitchen and Bar. It was a great opportunity to work for a local business and collaborate with interior designers. For this assignment we worked in design teams of both interior designers and graphic designers. My graphic design team consisted of my classmates Abby McCormick and Iman Sinnokrot. Our team was paired with two teams of interior designers each having their own conceptual ideas for the new restaurant. We created a logo and brand identity for each concept. Through the course of the project we met with the interior designers and restaurant management to discus the direction of the concepts. Based on the mood boards and research presented to us by the interior designers and the information we acquired from interviewing the client, we started drafting our own branding concept. After implementing feedback given to us by the interior designers and gaining approval from the owner, we turned our brand concept into a logo, merchandising materials and a variety of applications.
The collaborative nature of this project proved to be a huge asset. Individually we came up with our own solutions to the design problems presented to us, but together we were able to troubleshoot. Personally, I focused on recognizing branding and merchandising opportunities.
The experience gained from this project has been extremely valuable. Not only did we experience working with a client, but also had an opportunity to work with interior designers and understand their process a little bit better. While working on this project I struggled with maintaining continuity between the other restaurants in the group while distinguishing The Fitzroy as a stand-alone dining experience. In addition to creating a brand identity, we had to consider things like signage, wayfinding and the artwork that would be hung in the space.