PRIME
Located in the dazzling city of Paris, this fine-dining steakhouse underwent a brand identity refreshment. After extensive research and observation, Prime was selected as the new brand identity. From the glass windows in the chamber hall to the floral pattern on the carpet, the restaurant’s artistic elements laid the basis for the brand’s overall style that was then applied to a wide variety of touchpoints.
Focus: Branding
Deliverables: Brand Identity, Stationary, Menu, Ephemera, Environmental Signage, Brand Manual
Client: Beefbar
Strategic Solution
To create a fresh and lasting brand, I pulled ideas from the restaurant’s richly decorated Art Nouveau-themed interior. After developing an extensive brand based on research and observation, I created three different artistic directions before settling on Prime.
Guided by the information I collected in my brief, I selected a contemporary all-purpose typeface with hints of Art Nouveau and a simplified floral logo based on the iconic carpet pattern. I combined these elements and more to create a brand that did not compete with the opulent interior but complemented it.
Refreshed Signature
The primary signature is comprised of the logo in the logotype with the tagline below. The secondary signatures consist of a different composition of the logotype with the tagline. Depending on the object, the primary or secondary signature may be used.
Online Presence
Once the brand identity of Prime was solidified, it was applied to a variety of digital platforms. It was essential to translate a consistent brand voice to all social media channels.
Brand Manual
To continue creating a consistent message that embodies the brand essence, I developed a brand manual to guide future designs.