Moravian Sparrow by Misha Cobb

Brand Identity Manual By Misha Cobb

moravian sparrow

c o nt e nt s 4

brand story

inspiration

logo

brand assets

illustration

collateral

website

environmental

b r a nd s t o r y Moravian Sparrow invites the nostalgic feeling of the Czech Republic though traditional homemade food. The restaurant recreates the memories many Czechs have of spending weekends at their cottage or with their grandmother, “Babicka”. Having a mother from the Czech Republic, I grew up spending my vacations with my grandparents. Often in the summers we would take walks through the village to the forest to pick raspberries, red currants or wild mushrooms to bring back for cooking. I would watch my mother and babicka prepare our findings for dinner that evening. A popular dish babicka would make translates to English as Moravian Sparrow. It’s misleading yet traditionally reflects upon previous generations, however there is no bird that is eaten. It consists of pork and dumplings. Many Czech dishes are warm and filling inspired by the local crop, and fruitful environments.

moravian sparrow

brand stor y

Top right: Babickaâ&#x20AC;&#x2122;s house Bottom right: Countr yside view from her village

Top left: Babickaâ&#x20AC;&#x2122;s village Bottom left: My mother and I mushroom picking in the forest

ins pira t io n The inspiration for Moravian Sparrow is reflective of the nature and delicacy of the Czech Republic. This includes drawings of nature, flowers, trees and the surrounding landscape. Imagery of sparrows in the forest and cottages all tie in the name and the origin of babickaâ&#x20AC;&#x2122;s dish made in her village home. Nostalgia, simplicity and friendliness were the feelings to be portrayed in the identity of the restaurant. The target audience is for families and anyone who craves a hearty filling dinner.

Starting top right clockwise: Sparrow, packaging inspiration, cottage and forest imager y, red flowers and illustrations, berr y and forest drawing, hand written styled menu

moravian sparrow

inspiration

log o

development It is important to incorporate the iconic figure of having a sparrow. There was various styles explored from simple silhouette to a wood cut style. Additionally the logo needed to achieve a friendly and inviting style that would be spread in the rest of the identity.

moravian sparrow

logo development

Sparrow

RAVIAN SPARROW

AVIAN SPARROW

SPARROW

Moravian Sparrow

ARRO

ORAVIA

ARROW

N Moravian Sparrow

avia r o n M

SPARROW

ora

Moravian Sparrow

ORAVIAN

MORAVIAN

v ia n S p a r

S P MoravianW ARRO

SP W ARRO

Sparrow

MORAVIAN SPARROW

Moravian Sparrow

ora

ORAVIA

avian parrow

VIAN

v ia n S

r r pa

logo

primary The logo represents the delicate sparrow which is the name of the dish. The blue grey tone softens the line to be friendly while still being clean and sophisticated. The berries on the branch contrast the bird with a deeper red that is taken from the Czech flag. They also resemble that this is a logo for a cuisine. The type is kept in all lower case to cohesively tie the soft friendliness of the restaurant. The uneven lines creates the hand done and rustic ambiance.

moravian sparrow

primar y logo

minimum size represented in 1 inch height

responsive logo

brand assets To keep Moravian Sparrow consistent, It is important to have the same typography, color palette and pattern.

t ypog r a p hy main dish

Ge or g i a B ol d

peÄ?enĂĄ kachna

Ge or g i a Re g u l a r

baked duck

Ge or g i a I t a l i c

description

Ge or g i a Re g u l a r

Hand written type for packaging expiration dates

moravian sparrow

brand assets

colo r p a l e t t e sparrows feather #5a5c65

berry red #9e120f

lace white #f2f2ea

p a tt e r n

Pattern used for material such as top cover for jars and table cloth and silverware roll ups

illu s t ra t io n spot

Throughout the identity, hand drawings of flowers, garnishes and food are repeated in the menu and packaging. These spot illustrations act as symbols and space activators

1. 2. 3. 4. 5. 6. 7. 8.

moravian sparrow

illustration spot

anemone nemorosa flower rubus bohemiicola garlic and cloves queen annes lace flower mushrooms red currant sweet pickles wild fern leaf

il l us t r a t i o n motif

The visual representations of going home to babickaâ&#x20AC;&#x2122;s house are all accomplished by hand drawn line illustrations. The houses are drawn from photographs taken in the village of Kryvitze, in the Moravian region. This is the home of babicka. These drawings are used for the menu and website.

moravian sparrow

illustration motif

Detailed drawings b e r r ie s a n d b ir d s o n t h in g t r e e b r a n c h e d a c t iv a t e t h e s p a c e fo r im p o r t a n t a r e a s moravian sparrow

illustration motif

Borders of photography use simple drawings of leaves and stems to frame photos

b rand colla t era l Moravian Sparrow is shown in the menu, canned goods and beer stein. Drawings of the homes and landscape cover the menu, and the same style is shown on the fabric for the jars. A responsive logo is used to create a soft balance of space.

moravian sparrow

collateral

Close up of inside the menu wish reveals more of the hidden forest

moravian sparrow

collateral

Side view of the beer stein the is decorated in illustrations of nature

Packaging includes jam, canned pickles and a jar of dried mushrooms, finished with a pattern featuring the logo and hand drawn berries, leaves and garnishes

we b s i t e

desktop & mobile It is important that the website for Moravian Sparrow continued to show the delicate illustrations. Each page on the website is separated by the layers of the drawing, that is re-created from the menu design.

moravian sparrow

websites

story

reserve

contact

our story Moravian Sparrow invites the nostalgic feeling of the Czech Republic though traditional homemade food. The restaurant recreates the memories many Czech’s have of spending weekends at their cottage or with their grandmother, “Babička”. A typical day would consist of early morning mushroom and berry picking in the forest behind the village. At home Babička would prepare the afternoon dinner. She welcomes you back and collects your basket of delicate gatherings to prepare it for the last of her cooking. The sound of sizzling draws your eye to the kitchen of the cottage. Pots filled with dumplings and pork are just about ready to serve. Babička has prepared Moravian Sparrow, the perfect meal to fill you up after an adventurous day out.

Desktop homepage illustrations are extended to fit the width of the screen

reserve

346 spruce st philadelphia, pa 19105

contact

mobile

ground cauliflower mixed into a mash, seasoned with salt and pepper

zelňačka cabbage soup

potatoes, sauerkraut, smoked ribs and heavy cream

kulajda mushrooms potatoes and cream flavored with dill and topped with poached chicken eggs

main dish 10

moravský vrabec moravian sparrow portioned pork served with pickled cabbage and potato dumplings

svíčková na smetaně sirloin in cream sauce served with sweet cream, sliced dumplings and topped with cranberry sauce

králík rabbit served with cream sauce,

Moravian Sparrow invites the nostalgic

roasted garlic and onion

feeling of the Czech Republic though traditional homemade food. The restaurant recreates the memories many Czech’s have of spending weekends at their cottage

or with their grandmother,“Babička”.

guláš goulash beef served with paprika, mixed gravy stew and bread

A typical day would consist of

dumplings, topped with

early morning mushroom and berry picking

marjoram and garlic

in the forest behind the village. At home Babička would prepare the afternoon dinner. She welcomes you back and collects your basket of delicate gatherings to prepare it for the last of her cooking. The sound of sizzling draws your eye to the kitchen of the cottage. Pots filled with dumplings and

pork are just about ready to serve. Babička

moravian sparrow w e b s i tSparrow, es has prepared Moravian the perfect meal to fill you up after an

pečené vepřové s knedlíky a se zelím roast pork with dumplings served with cabbage, marinated sirlion, thick carrot sauce and dumplings

story

reserve

contact

story

reserve

contact

address 346 spruce st philadelphia, pa 19105

phone 267.777.8929

mon-thur fri-sat sun

hours 11am - 10pm 11am - 12pm 11am - 8pm

reserve

contact

mobile

346 spruce st philadelphia, pa 19105

story

reserve

contact

soup 6 for each bowl

čočková lentil

zelňačka cabbage soup

lentils, onion, garlic, celery, crumbled bacon and marjoram

potatoes, sauerkraut, smoked ribs and heavy cream

kulajda mushrooms

kvėtáková cauliflower

potatoes and cream flavored with dill and topped with poached chicken eggs

ground cauliflower mixed into a mash, seasoned with salt and pepper

main dish 10

moravský vrabec moravian sparrow portioned pork served with pickled cabbage and potato dumplings

guests date 15

time

svíčková na smetaně sirloin in cream sauce served with sweet cream, sliced dumplings and topped with cranberry sauce

email phone 10

řízek breaded chicken

uzené smoked pork with potatoes 10

served with dumplings, fried onion and cooked spinach

králík rabbit served with cream sauce, roasted garlic and onion

served with boiled potatoes

book table

guláš goulash beef served with paprika, mixed gravy stew and bread dumplings, topped with marjoram and garlic

smažený sýr fried cheese fried in breadcrumbs, served with fries and dilled pickles

12 follow us

story

reserve

346 spruce st philadelphia, pa 19105

contact

pečená kachna baked duck

pečené vepřové s knedlíky a se zelím roast pork with dumplings served with cabbage, marinated sirlion, thick carrot sauce and dumplings

served with bread dumplings and braised red cabbage mobile

ovocné knedlíky fruit filled dumpings served with melted better, poppy seeds and cottage cheese: plum, apricot, strawberry and blueberry

desserts 5

koláč cake 4

soft dough topped with plum jam, cottage cheese and poppy seeds

buctca coffee cake filled with red current and topped with sugar

palačinky pancakes

mixed with apricots and strawberries covered in a vanilla sauce

jahodový dort strawberry cake strawberry and gelatin cake with a vanilla base

soft drinks

beer

edelflower

bubbly lemonade

sparkling water

staro brno

pilsner urquell

krušovice

budweiser budvar

regent black regent

reserve

346 spruce st philadelphia, pa 19105

contact

mobile

enviro n men t a l p hot o g ra ph y This will show how Moravian Sparrow would look like in a true restaurant setting. An atmosphere that would replicate a cottage aesthetic; old windows, a wood burning stove, lace curtains and patterned table cloth. The restaurant will include seating such as a big family table for seating to bring together the feeling for warmth and friendliness.

Top left: Logo of Moravian Sparrow sits on wooden sign Top right: Illustrations on the wall and beer stein on the counter top Bottom center: Pattern is created into a table cloth for big restaurant tables

moravian sparrow

environmental

moravian sparrow