BOARD 1 OF 5
MUTTON QUAD
CONCEPT
DESIGN DIRECTION
Bowl is a typographically themed British restaurant. It serves a range of great British food (both classic and contemporary) whilst encorporating a unique typographic twist into its set food and drink menu. It’s name derives from a common ground shared between typographic terminology and the vessel from which you can eat.
The focus dictates a coherent visual style across a breadth of materials. This is achieved through the consistent application of a typographic brand identity.
TONE
Maintaining this, all print and screen based media make a strict use of British typefaces developed by British type designers. These are Gill Sans (identity, headings) and Monotype Baskerville (body copy).
The resolution to this brief is playful and expressive with an additional focus toward professionalism and creativity through the deliberate typographic design direction.
An emphasis is also placed upon sustainability and sustainable print techniques. All print based media are (where applicable) printed on 100% recycled stock.
DESIGN & ART DIRECTION Liam Hine: 053 - 007 BA (Hons) Graphic Design Leeds College of Art
BLEED
HEADINGS
24
3mm
18pt Uppercase Gill Sans Regular
GUTTER
BODY TEXT
BODY CAPTIONS
4mm
9 / 22pt Monotype Baskerville Regular
9 / 22pt Monotype Baskerville Italic
BODY HEIGHT
8mm - Top 8mm - Bottom 8mm - Inside 8mm - Outside
MODULES
S WA S H E S
297mm
MARGINS
OPENTYPES lower / upper
Soft
Soup of the day - Tahomade and set with fresh crusty bread.
3.95pt
Hampersandwich - Aligned on fresh white or wholemeal bread.
4.45pt
Spinach and Lubalain Cheese Tartlet - Seasoned with salt, pepper and thymes new roman.
6.75pt
Counter Cola - Regular or light.
2.20pt / 3.50pt
Bowl’s House Chicken Salad - Fully justified with fennel, thymes new roman ciabatta croutons and an aioli dressing.
6.50pt
Lemonade - Fresh and tahomade.
2.20pt / 3.50pt
Welsh Rarebit with Pressed Egg - Aligned on fresh white or wholemeal toasted bread.
4.75pt
Font Water - Sparkling or still.
1.25pt / 3.00pt
Frutiger Juice - Freshly pressed.
T RU E T Y P E S
Apple
2.50pt / 3.75pt
Carrot and Ginger
2.50pt / 3.75pt
Orange
2.50pt / 3.75pt
Hot
Macabodoni Cheese - With dijon mustard and a light stroke of freshly grated parisian cheese.
8.50pt
P’s Pudding - Seasoned with salt, pepper and thymes new roman.
7.75pt
Chargilled Chicken Wing-dings - Set with a chase of bbq dip and seasoned bold chips.
11.45pt
Roast Ligature of Lamb - Varnished with a handful of fresh rosemary and mint sauce.
15.75pt
Sausages em Dash - Paired with minion pro gravy. English Breakfast Tea
1.20pt / 1.85pt
Legible-leaf Tea
1.20pt / 1.85pt
Amerikerno Coffee
1.85pt / 2.50pt
Hot Chocolate
1.85pt / 2.50pt
9.75pt
Shepherds Pica - Slow cooked condensed shoulder of lamb in a rich gravy, with buttered rosemary curly kale and roasted pumpkin.
10.50pt
Steak and Kidney Pica - Set with bubble and squeak and honey roasted carrots.
11.45pt
Chargilled Fillet Steak* - Set with confit tomato, gilled mushroom, lettercress and seasoned bold chips.
19.45pt
T-bar Steak* - Set with a bloody mary butter and served with confit tomato, lettercress and seasoned bold chips.
16.95pt
* all steak is cooked to your liking: light, regular, bold or black.
EXTENDERS
POSTSCRIPTS
Tahomade Crusty Bread
1.75pt
Baskervanilla Ice Cream - Double story stack aligned with a meanline biscuit wafer.
4.85pt
Bowl’s House Salad
3.85pt
Häagen-Haas Ice Cream - Double story stack aligned with a meanline biscuit wafer.
4.85pt
Seasoned Regular Chips
4.45pt
Helveticake - A slice of the swiss set with a cup of legible-leaf tea.
4.45pt
Seasoned Bold Chips
4.45pt
Rockwell Bun - Set with a cup of legible-leaf tea and cream.
4.45pt
Minion Pro Gravy
1.05pt
Mince Pica - Set with tipped-in cream, crème fraîche or condensed milk.
4.85pt
Bubble and Squeak
5.75pt
Mrs. Eaves Pudding - Set with tipped-in cream, crème fraîche or condensed milk.
5.75pt
Honey Roasted Carrots
5.45pt
Lemon Mirangue Pica - Sharp, oblique and set with crème fraîche.
5.45pt
Kerndal Mint Cake
3.75pt
Kerndal Mint Cake - Set with a cup of legible-leaf tea.
3.75pt
Stem of Ginger Pudding
5.45pt
Stem of Ginger Pudding - Set with tipped-in cream, crème fraîche or condensed milk.
5.45pt
Some of our dishes may contain type.
An optional service charge of 10% will be added to font families of 5 or more, which goes directly to the team who set you.
BODY WIDTH G AT E F O L D
210mm
105mm
BOARD 2 OF 5
MUTTON QUAD
MAIN FOOD MENU
S P E C I F I C AT I O N S
Bowl’s set menu is a showcase of typographically inspired traditional British food.
As specified within the design direction, the main food menu makes strict use of typefaces developed by British type designers.
Every dish and every drink buys into the idea of combining typography with fine dining through a straight-forward play on words that allows even the nontypographers of the world to instantly recognise the meals that they know and love. In addition the currency at Bowl is the GBpt, although the Pound Sterling is also accepted at the same rate of conversion.
Headers are in 18pt upper case Gill Sans and aim to reflect the iconic visual style of post-war London transportation systems that used Johnston Sans. Body copy is set in 9pt Monotype Baskerville. This serif is used in order to compliment the headers and for its elegant italic weighting.
DESIGN & ART DIRECTION Liam Hine: 053 - 007 BA (Hons) Graphic Design Leeds College of Art
BOARD 3 OF 5
MAIN FOOD MENU Acknowledging the importantance of the environment, Bowl endeavours to print all of its promotional and in-store materials on 100% recycled stock. Menus are printed on Cairn Multi Grey 350gsm. All inks are water based.
MUTTON QUAD
DESIGN & ART DIRECTION Liam Hine: 053 - 007 BA (Hons) Graphic Design Leeds College of Art
DIMENSIONS 105mm x 148mm MARGINS Left / Right: 8mm Top / Bottom: 5mm
DIMENSIONS 74mm x 111mm
GRID 8 columns 4mm gutters
MARGINS Left / Right: 8mm Top / Bottom: 5mm GRID 8 columns 4mm gutters
www.bowlrestaurant.co.uk
BOARD 4 OF 5
O R D E R PA D S Order pads come in alternating sizes. One for food and one for drinks that are ordered separately from the main booking. The design is aimed to be minimal and simplistic whilst complimenting the menu and other print based media. The pads also double up as bills to be supplied with the final cost of eating.
www.bowlrestaurant.co.uk
MUTTON QUAD
DESIGN & ART DIRECTION Liam Hine: 053 - 007 BA (Hons) Graphic Design Leeds College of Art
DIMENSIONS Collect six stamps and get your seventh meal for free.
55mm x 85mm MARGINS Left / Right: 8mm Top / Bottom: 5mm GRID
L OYA LT Y C A R D www.bowlrestaurant.co.uk
BOARD 5 OF 5
MUTTON QUAD
L O YA L T Y C A R D
E X PA N S I O N
Unlike conventional fine-dining restaurants, Bowl is all about giving back to its customers in a way that most others don’t.
With a diverse brand identity, the commercially viable opportunities for Bowl’s expansion are almost limitless. The logo may be applied to signage, both interior and exterior. This is in addition to a range of merchandise and clothing, as well as other print based ephemera such as napkins, table cloths, wallpaper and packaging for a range of unique British food ingredients.
These 100% recycled loyalty cards offer a seventh free meal upon the purchase of a previous six. This promotional tool is part of the brand strategy that helps to ensure loyal customers who will return again and again. Printed on Cairn Multi Grey 350gsm.
2 columns 4mm gutter
Lastly, opportunities for publications such as cook books and recipe leaflets are also a possibility, alongside staff uniforms and name badges.
DESIGN & ART DIRECTION Liam Hine: 053 - 007 BA (Hons) Graphic Design Leeds College of Art