PROCESS BOOK MARGARET BENT GD2 - SANTORO FALL 2017
MEET THE RESTAURANT The Daily Catch was started in 1973 by Paul Freddura, the son of Italian immigrants, with selling squid in the North End. It started with a one room open kitchen and today it is still the same size with 20 seats. With this rebrand I want to get back to these roots, like it has been polished up from 1973.
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Current North End The Daily Catch
THE DAILY CATCH
RESEARCH They serve most of the dishes on frying pans, a higher priced meal, chalkboard menu, and daily specials. Many of the customers are people that go there because of the memories and traditions they have there. They have expanded into other areas of Boston but each has their own vibe. Looking at surrounding areas and restaurants this one stands out because of its authenticity, family oriented meals, and a love for food.
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STRATEGY AND INSPIRATION To bring the brand back to the roots I am using simple and chunky type and pairing it with the craft of reverse glass gilding. By mirroring the craft of the brand with the craft of the restaurant it creates a copacetic image. The Daily Catch cares about the smallest details that create an enjoyable meal. It is about close family, local sea food, and a memorable time.
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SKETCHES I began sketching different type and image lockups as this was more of an exercise with the class to learn different types of logos. Many of them were bad, just getting stupid ideas out there so I could get to something that emulated the brand.
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DRAFTS I decided to go with three different ideas but all of them keeping the craft of the gold leaf. The almost neon sign with a fluid squid, the interlocking squid claw, and finally the one i went with with the thick lines of the squid that is more of a engraved squid.
est. 1973
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TYPEFACES Pairing Novecento as the heading typeface and Domaine for the body. For typeface hierarchy use Novecento sparingly as headings or important callouts since it is paired with the Restaurants title. Domaine can be used as most other text.
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DC DC
NOVECENTO Bold Sans Wide
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz
Domaine
Black Bold Medium Regular Light Italic
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz
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LOGO FAMILY Instead of focusing on image for the brand we are focusing on the name and what the customer will associate it immediately with the brand, the food and experince. There are different applications for each, some more usable for small print like the DC, other specially for the storefront as in the bottom logo. These are to be used in black and white or in gold.
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Abstract Mark
Logotypes
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STATIONARY To keep the thread of the gold, gold foil on the business cards to keep it similar. The letterhead is simple, putting emphasis on who it came from and that is a personal letter to a employee, customer, or supplier.
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STOREFRONT After getting rid of the overhead canopy that blocks passerbys from looking in and sunlight. The gilded gold flashes sunlight at passerbys, catching their attention as they move by. The open windows give potential customers easy access to see what kind of restaurant The Daily Catch is.
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APPLICATION To emulate the windows and gold of the front window while keeping down costs, using the golden yellow emulates the color when the gold is too costly. When using the logo and identity on assets, use the pattern or scale the single squid to fit it properly. For example here we have the chefs aprons scaled up, as seen on the windows, and in the appropriate scaled pattern.
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