Me and my FD graphics class were asked to rebrand one of five of newcastle college's restaurants/bistros as part of a live brief for newcastle college.
The client was describing the restaurants mainly as a blank canvas with dull neutral colour of mushroom used throughout with no character.
The restaurant i chosen to rebrand was chefs academy, this was to be used by memebers of college and the public meaning that this would literally be used by everyone and not just for the room as a restaurant but also as a conference room where they would provide them this service with food and drink.
The food cooked for people using the restaurant would by students at degree level and the room provided space up 50 people complete with bar and wide open view front through the glass wall.
The room had only 2 paintings hanging but still had no real vibe, just complete blank canvas for me to work on, the outline the client want to give the room in our branding was that the mushroom colour was not used, and that restaurant is to have a formal feel and that the food would be quality and inexpensive, the cheapest in newcastle, she quoted that from a magazine it was described as
"the hidden gem of newcastle".
|Inside chefs academy|
So as part of the rebrand we where asked to create a stationary set, which contained a logo,compliment slip,business card and letter head. In addition to this we where also asked to design a menu template to accompany this aswell for the restaurant.
Below is the current design for the chefs academy menu, basic and not much thought can be seen in the design used.
|The front cover design of the menu before the rebrand.|
|Inside the menu on the first page.|
Firstly i designed the logo, i kept creating logos in my ideas that where too complex for a logo, and i want it to be symbolic so i took this route, i went and looked at other symbolic logos and logos that worked affectively by being simple and used shapes or patterns to create their logos and then looked my ideas i had drawn in my initial ideas and used the elements in my ideas of the knife and fork and tried this in the same sense of using the cutlery to create a shape or pattern, i had drawn star at one point of my ideas, so i tried this in a shape of a star, i quite like it but again it need simplified so i worked on this and tried some other shapes at the same time, but i found the star to be working more successfully and more unique looking and worked at its best as a flat illustration using 2 colours and i found having tried this in colour, it didnt worked as affectively so i tried it in black and grey, this worked better but the black looked harsh so i toned the black down to a dark grey. The design shape has came down to a basic star shape with spoons making the shape of it and a spoon between each point which is in the second colour. i then developed the text font and the layout, i found having the text underneath each other of each word 'chefs academy' then adding a strapline of 'fine dining' to say exactly what it is.
I think when you look at it, the darker area is the star and the lighter area is like the shine around the spoons like a twinkle, giving a feel of being a head of other restaurants and being number like a star being number,being the best and links with what it is by having the spoons.
This became my logo design.
Following the colour scheme used in my logo i carried this on for the rest of the stationary set.
in some parts i even reversed the colours, like on the cover of the menu and the business card.
This kept its consistency and makes its known as a brand.
like the logo, i kept the stationary set simple which followed on the style and feel i created in my logo of being elegant and classy for a fine dining restaurant, giving the chefs academy a brand new modern look and feel that suits it much better.
|bussiness card, front and back and compliment slip|
We can see that from the menu above in the photos, that the menu is bounded together by elastic through the clear pockets.
This makes it convenient as the pages can be moved or changed, which the menu changes all the time so i thought this would be a way to present the menu but still change the design to it.
The design of the menu again follows through the design of the stationary set and its logo.
for the cover i have done the same way as the business card of reversing the colours around, this made it outstanding whilst still keeping its look.
i have also put a band at the bottom that follows the front and back page with the other reversed colour symbolic part of the symbol in the middle of this as decoration as it looks abit plain without it.
|Menu cover, front and back|
For the inside design, i had to create the template as the inside of the design is ever changing.
So i made the first page and copied the body text off the original menu for their info for the first page.
this gives a feel of how the rest of the other pages would look centrally aligned and subheaded and sectioned the same way with different point size text and the two colours that are used in such way for this reason.
|inside pages, template and how it would look and feel we can see from the first page.|
|page for each section of the menu, from starters to dessert and beverages.|