In 2016 I worked with Cafeo Hospitality Group to develop the brand, identity, menu, print collateral and packaging for a new fast casual gourmet 3-service restaurant with market and bottle shop.

Identity Development and Guidelines

We created a brand around the concept of a friendly neighborhood eatery, gourmet but not elitist. One objective on the brief was to use a strong color to stand out from an urban environment of neutral colors and to be a point of difference from nearby restaurants. I developed several rounds of logo concepts that illustrated the Press concept in different ways, settling on a brand mark that has the essence of a simplified, quality seal.

BilliterStudio_Press_on_Monmouth_Guidelines_Overview2016.jpg

I created a series of icons to show the variety of food and services provided. These icons were also playfully paired with illustrations of neighborhood landmarks to appeal to a local audience in an authentic manner.

Menus, Menuboards and Print Collateral

Clean and approachable presentation of menu items was inspired by typographic styles and devices collected for a mood board and refined during identity development.

Packaging

Flexibility and efficiency is key for a restaurant who is also managing prepared take-out and a market. I created a series of stamps and stickers that staff could quickly create take-out and coffee products between service rushes.

Press_on_Monmouth_Identity_Rollout_June2016_ .jpg

Façade and Signage

Created circular signs, awnings, window graphics as well as a custom backlit open sign with Oberaw Industres. These graphics helped highlight the business in the urban setting and also invited diners into a space that can be hard to see into due to tinted glazing.

Photo Styling

I developed a photography style and strategy that utilized their open space and natural light to their advantage. For the launch of the reference I photographed the façade, space and menu items for use in printed, website and social marketing.