Mutton Quad - re-written brief

The Brief
Create the branding for a typographic themed restaurant, with typography that is not only visual that permeates all aspects of the place.

Considerations

• How will you make dining out an experience 
• How can you brand a typographic themed restaurant?
• How can you make dining out successful?
• The complexity + culture behind typography
• The purpose of typography
• Typography to non-typographers, non-creatives
• Typography being written speech

Background

It may be a business lunch, dinner for a special occasion or lunch with the family.

Target audience

People in the creative industry, typographers, graphic designers and the general public. 

Tone of voice

The tone of voice should be professional but relaxed.

Mandatory requirements

Research and development (on blogs and design sheets)

Show us the use of design techniques (grid systems etc)

Mock ups

Presentation (booklet)

Deliverables

• Restaurant
• Signage
• Interior
• Exterior
• Website
• Flyers
• Business Cards
• Lighting

What am I going to do?

Audience

I have decided that I am going to base my branding at typographers and type aware creatives; this is a very niche and specific market and audience for a restaurant, but my idea behind this is although the restaurant will be branded for this audience specifically it will not exclude non-typographer. 

I want typography references to go un noticed to the un trained eye but create that industry specific, insider understanding. It will be like a game to the typographer to find all the terminology they might use each day.

Example, the name of the restaurant could be Kernin, an obvious type reference to a creative and someone who doesn't understand are not going to be out raged because they won't even realise.

This will fulfil the part of the brief that mentions 'permeating all aspect of the restaurant.'

What am I going to deliver?

I am going to create a menu, signane, letterset for the walls and windows, business card and a letterhead and maybe a set