Tom Sellers is one of London’s most promising young chefs and a firm friend of BrandFuel, so when he launched his own restaurant in April we jumped at the chance to be a part of its conception.
Restaurant Story takes inspiration from Tom’s simple, traditional dishes from gastronomic and provenance past. Personal and British, uncomplicated food cooked in a complicated way with spectacular attention to detail – a discovery. BrandFuel worked closely with Tom to create the restaurant brand identity and key touch-point items including menus, wine list and corporate stationery.
Our starting point for the branding was positioned around craft and provenance concepts inspired by the location and style of the restaurant being created by Tom and his talented team. We wanted to represent a rich history of hand craftsmanship and traditional techniques with a modern application and setting.
Giuly Favé, our junior designer, was responsible for the hand craft quality of the graphic identity, by using pen and ink on hand-made papers to achieve an original logo. Design work for all collateral materials was developed by the creative team with project direction from David Ball, BrandFuel founder & Account Director and Mark Nicholls, Creative Director. To amplify the identity we commissioned animal caricature illustrations by Rosie Blair that personified key figures in the restaurant and the historic location. From Ernest Bevin – the Prime Ministerial Owl – to Tom, the playful Otter himself, with (a few) anonymous characters that represented staff and dining guests.
The typeface design uses Aunt Mildred font, inspired by the logo and applied throughout to tie in with themes of heritage, history and elegance, balanced with a classic contemporary feel.
BrandFuel designed 4 unique menus featuring Rosie’s animal caricature illustrations, as well as 3 Bears’ Porridge dessert and wine menus. Diners at each table are presented with the main menu as a book mark within an old leather-bound book – fitting with Tom’s Story concept for the restaurant. Wine menus arrive in a red leather wallet, bound by leather ribbon.
As well as creating the 2D designs for all menus, BrandFuel also carefully selected all materials and finishes to ensure consistency and quality of reproduction of the hand-drawn identity. Working closely with Downey & Co. engravers & printers for the stationery production we selected Strathmore writing soft white, on which each item was die stamped by Downey’s with Restaurant Story branding. Business cards used a duplex process to ensure that the imprint of the die stamp did not appear on the reverse side.
BrandFuel have also designed the Story website which reflects the simplicity of the restaurant itself; featuring Tom’s vision statement, reservations engine, menus and antique location maps.
Finally, together with our social media team Social Fuel, we applied the new brand identity across social media channels such as Twitter, Facebook and Instagram.
Photos by Fay Elizabeth Harpham