Motel

Overview
When joining the project, the logo had already been designed, and the focus shifted to developing the rest of the brand’s identity and aesthetic. This included designing a cohesive visual language with custom elements carefully chosen to resonate with the restaurant’s concept. The new design elements were applied to various essential print materials and the restaurant space itself.

Challenge
The main challenge was to build a comprehensive brand identity that not only complemented the existing logo but also fully captured the essence of the restaurant. The design needed to be consistent across various materials, while also creating an engaging atmosphere within the physical space. Additionally, it was crucial to evoke a specific vintage look in a way that felt fresh and modern, appealing to both locals and visitors.

Approach
To create a distinctive identity, inspiration was drawn from mid-century modern and Palm Springs aesthetics, incorporating bright colours, playful designs, and retro elements that matched the restaurant’s vibe. Custom brand icons and carefully selected typography enhanced the overall visual style. These elements were applied to all print materials—menus, business cards, and gift cards—ensuring a cohesive experience across the brands presence. To elevate the space further, custom lighting, including a hand lettered neon sign, decorative elements, and vinyls were introduced, seamlessly integrating the brand’s aesthetic into the restaurant’s environment.

Conclusion
The newly developed brand identity successfully conveyed the fun, chic, and retro atmosphere the restaurant aimed for, blending mid-century influences with a vibrant, contemporary edge. The cohesive design across print materials and the physical space created a memorable and engaging experience for patrons, which is often Instagramed and reposted, reinforcing the restaurant’s unique character and setting it apart in the local dining scene.

SCHOOL

Over the years, numerous advertisements, branded products, and custom projects have been created for SCHOOL Restaurant, all designed to compliment the restaurant's specific point of view and unique interior. As one of Toronto’s top brunch spots, the restaurant’s distinct brand identity has played a key role in its success. Central to this are elements like tightly kerned Helvetica in all caps, a colour palette of black, white, and red, and school-themed imagery and references. These design choices contribute to the playful and whimsical nature of the brand, while also driving the need for constant exploration and innovation. It’s important to avoid repetition and prevent SCHOOL from becoming stale by overusing the same design elements. A great example of this is the annual holiday menus, which were frequently refreshed to maintain novelty. Creative approaches included concepts like imagining a bored student doodling a snowman on his homework, a chalkboard-inspired version, and an interactive menu to engage both kids and adults, all while tying in references to holiday activities and gifts.