Rebranding concept for a modern Greek Restaurant in Dresden, called The Greek Loft.
Branding, Logo Design, Menu Design
Tools:
Adobe Illustrator, Adobe InDesign
Upon the inauguration of The Loft in 2022, our initial vision for the restaurant's trajectory, cuisine offerings, and service approach significantly diverged from our current standing. After two years of sustained effort, constructive critique, the introduction of new concepts, occasional setbacks, and persistent refinement, it became evident that our original logo no longer resonated with our evolving identity.
Commencing as a modern Greek restaurant, our initial objective was to challenge the conventional norms of Greek establishments in the area. However, over time, we cultivated a delicate balance between tradition and innovation. Recognising this transformative journey, we convened to craft a logo that authentically mirrors the essence of the restaurant in its present state.
The logo features an elegant statue bust, symbolizing Greek culture, alongside a branch that represents both Greek traditions and the loft's green, plant-filled decor.
The color scheme remains consistent with the previous design but has adopted darker, more serious tones.
The new font is more legible and serious, replacing the former with a clearer, more refined appearance.
As of now, the rebrand and logo are still in the concept phase and require further development before finalization. This stage aims to introduce new perspectives to the restaurant's branding and evaluate the effectiveness of its current branding strategy.
