Visual identity for a dry aged beef restaurant in Hiroshima
Type of restaurant: A wine bistro open for lunch and dinner and specialized in dry aged beef (served in the restaurant, sold wholesale and online).
Clientele: 30 to 50 y.o / women who also like to cook at home.
Client request: A logomark and a logotype that can be used separately or in combination, and that they can use as stickers on their packages to sell the dry aged beef.
Keywords: Elegant, Muji, Elle Table, wood, grey, refined and sober, 渋い.
For the symbol I drew a cow's head in line art style.
For the logotype: I used a straight and slightly rounded bold font in all caps, and the same font with a light font weight for the tag line.
Instead of a pure grey, that would have looked cold, I used a beige close to grey to convey the warmth of the restaurant and to give some sophistication.
Some mockups that I used to present the logo to the client: