The Project: Create a fictional restaurant while updating their print and digital menus.
Design Concept: Rack’em is a fine dining restaurant located on the water in downtown Vancouver, BC. However, it is not your typical fine dining restaurant, Rack’em, is a North American fine dining restaurant that incorporates two unique restaurant styles into one: a redneck roadkill diner with a steakhouse fine dining style.
I wanted to drop the misspelled words and turn roadkill menu items into elegant fine dining experiences, well keeping a few of the funny/cute names and terminology around but in a proper grammar. I wanted to drop the typical chicken scribble font used for roadkill diners and give customers an elegant back country experience in the middle of the city.
Typography: I chose the font type Mrs. Eaves because it has an elegant look to it, but it does not get too fancy. It is very easy to read at smaller sizes for menu items and details. I used Cinque Donne Pro for the logo because I wanted the logo to incorporate its own style of elegance but still have the country outdoorsy look and feel. The hand calligraphy style suites the intended look.
Print Design
We incorporated the line art of the tree’s life span and the deer antlers to give that back country vibe well keeping things clean and simple. We chose the deer antlers over moose antlers because they are much thinner and finer, we also rounded off the tips to add softness to our title.
iPad Design
Colour: We wanted to keep the palette a very neutral and outdoorsy colour scheme. We went with a beautiful brown to compliment natures structures (trees). Also to showcase we mean business when it comes to mixing elegance with the back country. We paired out nature browns with a lighter tint that is almost white and a neutral black.
Programs Used: Adobe InDesign & Adobe Photoshop
Timeline: 3 Weeks
