Branding for a modern Greek Restaurant in Dresden, called The Loft.
Branding, Logo Design, Menu Design
Tools:
Adobe Illustrator, Adobe InDesign
As a contemporary Greek restaurant seeking to challenge the conventions of Greek restaurants in Dresden, we deliberately adopted an unrelated name, "The Loft", to reflect the spatial character of our restaurant. In a deliberate act of defiance, we decided not to include any Greek paraphernalia, such as a blue and white colour palette or traditional symbols like columns or statues, in both our logo and menu.
Avoiding ornate elements, we adopted a minimalist approach, opting for a simple round wordmark. Given the early stage of our restaurant's development, we were in the process of exploring our culinary identity and were still searching for a definitive direction. So simplicity and lightness became the guiding principles in conceptualising our visual identity.
The menu underwent extensive experimentation before arriving at its final iteration, which has been in use for the majority of the restaurant's existence. The objective was to seamlessly incorporate a green color palette, in harmony with the establishment's overall aesthetic, alongside vegetables showcasing the freshness of the ingredients utilised by the restaurant.
