Branding for a Restaurant: Vinny's -Concept Project

The backstory for the concept I made for this client was fun to create; the idea for the name came from my great-grandfather's name, Vincent. Vinny's is a family-owned restaurant that has been passed down for generations. The current owner is passing the restaurant down to his son this year. The new owner (the son) wants to update the look to make it his own without losing the character gained over the many years of business.

A sleek mark was paired with the calligraphic font to create a fusion of the past and present. The restaurant's specialties were pizza and pasta, so the icon was built by fusing those specialties together.

Every restaurant needs a menu, so the logo was placed on it. It was a little tricky to fit all the dishes, each with descriptions, prices, and some images, but the end product worked out great. Another thing a restaurant is definitely in need of is takeout boxes. For these takeout pizza boxes, a two-tone red pattern with the logo mark was used with the primary logo in gold to make it pop.

The specific tones of these colors were chosen for their ability to be timeless and classy. The two tones of red were specifically chosen because they went well with the logo while being used for the pattern. This specific yellow was chosen to give enough contrast when used alongside the pattern and because it would look great when used on its own as the centerpiece. I chose to make the logotype calligraphic because it would provide a great balance with the modern logo mark while properly representing the legacy the previous owners left.

The inspiration was a mixture of older classic-looking building entrances and images from more modern restaurants to represent that aspect of the brand.