When designing the logo, I originally struggled with finding a link between medieval times and molecular gastronomy. After doing more research I found the link of alchemy. A visual link between medieval alchemy and molecular gastronomy is beakers… that is what inspired the beaker shape of the icon in the logo. I wanted to go with something very rounded to tie into the geometric symbols used in alchemical writings. For the color palette, I went with grays and browns to represent medieval times and the use of natural elements like stone and wood in the kitchen. I went with bright orange to represent fire and creativity. For font choice, I went very modern to tie molecular gastronomy in more.
For the store sign I wanted to represent the use of cast iron signs from medieval times, so I went with a modernized version that was very geometric.
I also created a window decal for the stores front door. The store is located in a downtown area, so there is a lot of foot traffic.
The foot traffic aspect also inspired the creation of this outdoor menu. This enables people walking down town to get a sense of what type of food is on the menu.
I went with lamp post banners to capitalize on the foot traffic aspect of being downtown as well. These banners would act as a way to point wanderers in the direction of the restaurant, while also serving as a city wide branding element.
I created a coupon to be mailed out to locals as well. The shape of this mailer was created from how people used to send letters in medieval times. They wouldn’t use envelopes and would instead fold the paper in a certain way to give the appearance of an envelope. This is an edited version of that to look a bit more modern.
The mailers would be sealed with a wax seal sticker to continue with the medieval method of sending letters.
I created a billboard for advertising that could attract people from outside of the city as well.
I designed a stationary package for the brand, so that they could communicate with the other businesses downtown, since their goal as a business is to be very active in the downtown community.
For the menu I went with a modern one page design. Here you can see some alchemical symbols being utilized. We have the alchemical symbols for water for drinks, earth for vegetable based minimally cooked dishes, fire for meat based and fully cooked dishes, and air for desserts.
The take out menus are similar to the dine in menus, however the layout was edited for the new menu format.
Finally, I designed a website for the brand. My focus was on communicating the feel one could expect when dining in at the restaurant. I also incorporated many geometric shapes within this design to tie it together to the rest of the established identity.
Thank You!
