Hook & Line
Restaurant branding, including a menu and takeaway bag design
For this brief, i had to create a brand identity for the company 'Hook & Line', a sustainable seafood restaurant. I needed to design a multi page menu and takeaway packaging. The design of these two products needed to reflect the company's ethos of being sustainable, fairtrade and modern, with hints of rusticness. The target audience was people aged 16+ and families with older children, within the middle to higher social grades.
Takeaway bag design
I chose to include the hand drawn illustrations as a main element of the brand identity as this aided the visuals and reflected the brands ethos'. For the front and back designs, I chose to create a focal point with the restaurants logo, and created visual hierarchy with the other elements, like the slogan and paint strokes, which I also used as leading lines towards the logo. For the other two smaller sides, I used a symmetrical pattern with the hand rendered illustrations
Multipage menu design
For the front cover, I used the same composition etc as the front of the takeaway bag, to create cohesion across the products. For the two following pages, I used left alignment for the text to increase the usability, and used the illustrations as leading lines towards this text. I also used left alignment for the main pages of the menu, and used a lot of type hierarchy here to establish what elements I wanted the audience to focus on.
View my whole sketchbook here: