___Sam Lane

___Anatmy Restaurant

___ISTD OUGD403

___Sam Lane

___Anatmy Restaurant

___The Brief

Create a concept and branding for a contemporary English-Italian Restaurant with a strong focus on Typography. This will include a brand, an identity, a logo and a range of primarily print based products with some web based deliverables and a proposal for interior and exterior design. The Restaraunt is called Anatmy and is named after the produce it serves. The Restaraunt is contemporary but homely and it should emphasise the qualities of an enjoyable dining experience. The Restaraunt is aimed primarily at young proffesionals, particularly male, and in the age range of 26-36.

___Sam Lane

___Anatmy Restaurant

___Logo & Brand

____Logo
I had an instant idea of how I wanted the brand of the restaraunt to look. I picked out the word that link both typography and meat which was the anatomy. I had a vision of the strikethrough line moving through the o representing the disecting of both the letterforms and the cuts of meat. I also went on to create the stamp idea. I kept this red to keep in with my colour scheme but also to represent the branding element from traditions. I kept the date the restaraunt was founded and the location within the circle.

___Sam Lane

___Anatmy Restaurant

___Guidelines

Black : C75 M68 Y67 K90

Red : C01 M98 Y99 K00

White : C04 M02 Y20 K00

Didot Bold
FU TURA CON D E NS E D M E D IU M

____Colour Scheme & Corporate Typeface

Black, Red and Stock. Simple Two colour colour scheme with the use of two typeface, Didot bold for the logo and headers and Futura Condensed Medium for the Body Copy.

___Sam Lane

___Anatmy Restaurant

___Stationary Collection

____Stationary
I have created a range of stationary following my strict 2 colour colour scheme with the 2 other coloured stock. I feel that keeping it simple has made the brand succesful and the logos have worked well across the full range. I created this red strip which is also used throughout the brand. This could be printed as a sticker that can be applied to various products such as the menu, tin can and take-out bag.

___Sam Lane

___Anatmy Restaurant

___Process Experiments

____Vinyl Stickers
One of my most succesfull experimentations was through the use of vinyl stickers. I used this reed glossy vinyl which matched my colour scheme to cut out my logo and transfer this to a whole range of products. The vinyl wa good because it could be applied to a large range of my product range including my menu, recipt holder, crockery, glasswear and furniture.

____Embossing & Foiling

I also attempted the use of embossing and foiling throughout some of my stationary. This didnt work out as well as the vinyl and other methods so decided to stay clear of these processes in the end.

____Laser Cutting
As I was dealing with wood throughout my stationary, I thought that it would also be wise to experiment with etching into the wood to see if this could fit with my brand.

___Sam Lane

___Anatmy Restaurant

___Final Product Range

____Final Products
Pritned products onto the two different coloured stocks. White and Antique Off-White. The off white card is used for the thicker peices and covers where as the white is used for the thinner paper and the reciepts. The menu is hand stitched used thick red thread and making even holes down the spine of the leaves. I decided to add a tassle to the end of the menu to add an extra touch. This ties in with the red band theme. There is also red elastic bands, black culldog clips and wood to tie in with the themes.

___Sam Lane

___Anatmy Restaurant

___Final Product Range

____Packaging
I created some packaged products in the form of a bottle of Table Water, House Wine and a Take-Out Bag with Food Wrapping. This extends the product range and shows how the brand can be applied to a larger range of products.

___Sam Lane

___Anatmy Restaurant

___Exterior

____Exterior
I mocked up the front of the restaurant using an image I found on the internet with some good results. It gives a clear visual of how the restaurant might look in context. tity including the stamp idea painted onto the wall to really merge the visual ashetic into one identity. The menus are placed in the window with the logo on the door and the corner of the building.

___Sam Lane

___Anatmy Restaurant

___Interior

____Interior
I worked on some designs that could be hung on the walls inside the restaraunt. I wanted to work on image based more and merging type with image to bring the anatomy idea more into the identity of the restaraunt. I chose to focus on bones from animals and created abstract imagery based on this. To make the signage of the toilets match the brandm, I encorperated the logo into these designs of male and female. I used these thin triangles turned upside down to represent the sexes in a more abstract way and used the logo for the head. I mocked these up onto some door illustrations i quickly made in order to show them in context.

___Sam Lane

___Anatmy Restaurant

___Interior

____Furniture / Crockery
I like the look of the contemporary panton chair which would match the theme of the restaurant as well as fitting with the general design aesthetic. Here I have put the plan into action using vinyl stickers to demonstrate how the logo will sit on both the chair and crockery used in the restaraunt.

____Clothing
Finally, I digitally mocked up both the clothing and aprons that would be work by staff at the restaraunt. The colour scheme is emphasises even more with the use of a right red polo shirt with the branding embroidered into the front and back. The aporn will also inclide the stamp design.

___Sam Lane

___Anatmy Restaurant

___Product Range

____Delivery Van
I also digitally mocked up a delivery van decal wrap. The banner would wrap around the roof and fall onto both sides of the van to reveal the logo. There will also be the stamp logo on the back of the van to get advertisement whilst on the move.

___Sam Lane

___Anatmy Restaurant

___Web Design

____Website
I kept the layout quite simple as it needed to be easy to navigate for customers to find out the necessary information. I split the website into 5 main pages which would be the Homepage, Story behind the company, The food / menu, The location and the contact details. These are all the important things I must include so I didnt really want to add anything extra that would be inappropriate and just bulk the website out.

___Sam Lane

___Anatmy Restaurant

___App Design

____Iphone App
The Anatmy App will be available for Iphone and will fit in seamlessly with the interface design that already exsists for the Apple product. The app will include options to make booking reservations and to also to view and rate the seperate dishes as well as order via Iphone via our online services. It will also include access to Free WiFi instore, in built Google Maps, a Gallery and even a Tip Calculator.