The brief was to create a concept for the branding of a typographically themed restaurant. It should be a thorough appraisal of the possibilities of not only the visual identity but how the typographic theme could permeate all aspects of the place. What are the possibilities for the exterior and interior? How can it be promoted? Use print, screen, combined media, as long as it has a solid idea, informs and shows your typographic skills. Remember that words and language are our collateral and that your submission should be essentially typographic.
The Creative Challenge//
The challenge is to create an innovative restaurant using typography, the look and feel of the restaurant should have ‘flow’ and should work with the menu, food, interior and uniform, synergy should be carried out among all contact points. The creative challenge lies in the fact that this is not just a typographical brief but also a branding and conceptualizing exercise that emphasizes synergy among contact points as well as restaurant experience.
vou Déchiffre translates to, “you decipher” and is a reflection of the themed restaurant. The colours represent the French national flag and if you are unsure of the type of food served, the sub header exclaims that it is simple, french cuisine. Déchiffre is broken up with phonetics, this is to help pronounce the unfamiliar word as most French speakers are not a majority in South Africa. When looking for a name for my restaurant, I looked at many clever puns, but when translated from English to french, the short puns became long and undesirable restaurant names. I then went simple and described the process of reading a phonetic and a menu, you decipher.
When I visit a French, Italian, Thai, Portuguese restaurant, I always find it a learning experience, absorbing the music, the smell, table cloth and even art work on the walls and of course the food that is ordered. All is a learning experience that adds value to the cultural experience when visiting a restaurant.