OX Restaurant

A new restaurant was preparing to open in Guelph requiring brand development from scratch. The restaurant would feature handcrafted Naples style pizzas, charcuterie and artisans cheese boards, fresh bread baked on site and vast array of microbrewery beers. The mandate being handcrafted foods from trusted local farmers, where everything is made from scratch with care and love. Though challenging, the two letter logo needed to convey different things, often in a dichotomy. We opted to stay clear of developing a graphical icon and stuck with the wordmark itself. This gave the logo not only flexibility but adaptability to different meanings and applications. A custom typeface was created, executed with the double image in the background. We wanted the red to have unique style which suggested movement, flavor and the unexpected, rather than a simple shadow or a direct letterpress look. Rustic grunge was added to the top layer to give the logo some roughness and strength as the namesake itself. I pulled the rustic look through all subsequent collaterals for the business: postcards, coffee sleeves, poster campaign, menu and more.

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