The new French-Asian restaurant in Yaletown, Caché Bistro and Lounge, is in need of a logo to be applied to collateral such as signage, business card, menus and website.
The identity system shall tell the audience 1) what type of food and atmosphere/experience they can expect and 2) about Chef Alex’s cooking style and philosophy about food & cooking.
In particular, the identity system shall highlight: 1) Casual & Approachable: There is no need to dress up. Just come for a good time. 2) Sophisticated: To reflect Chef Alex’s detail-oriented cooking style. 3) French-influenced: It is Chef Alex’s signature style.
The concept plays off the name "Caché", which means "hidden" or "a place to hide the valuables". Key words are "Precious, protect, valuable, safekeeping", such as a pearl in an oyster.
The logo resembles a locket with paper silhouette portrait cut-outs. The rationale is that in the old times, paper silhouette portrait cut-out of a persona’s dearest (often a lover) was kept in a golden locket and worn close to the heart, to remind them of the love they shared. Caché has its patrons close to its heart. It is the place where loved ones gather to create fond memories.
The silhouettes are of a hip, young, modern, stylish couple who relates to Caché Bistro's target audience—young Yaletown locals.
The oval shape doubles as a locket and a dish, depending on what’s inside. We keep it simple by using one colour, black, as the main theme colour. Other colours such as rich burgundy red and bronze-gold inspired by the interior decor of the restaurant are introduced in the brunch menu to bring warmth and vibrancy.
Typefaces used: Hoefler Text Swash, Gotham HTF.
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Client consultation, Strategy, Design concept, Layout, Type setting, Type selection, Graphic elements, Color selection, Production, Pre-press