Restaurant Rebrand
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OBJECTIVES
Filipino restaurant Musang opened in Seattle, US in 2019 and quickly received the accolade of restaurant of the year. Despite the restaurant’s commercial, community and critical success, its branding lacked consistency. Owner / Chef Melissa Miranda reached out to Ulysses Design Co with the objectives; create a brand identity to match the restaurant’s success; design an apparel range to increase brand awareness and diversify revenue, reach a new audience without alienating the existing loyal community.
project Goals
STRATEGY
In our brand strategy session, we helped Mel define her brand foundation, target audience and market position. Together, we crafted the mission statement ‘Our mission is to bring folks together in the spirit of community with Filipino food inspired by fond childhood memories.’ We defined Musang’s brand personality as Community, Authentic, Relatable, Old Manilla and Warmth. We used these personality traits as markers to inform our brand design.
strategy
RESPONSIVE LOGO FAMILY
The name Musang is derived from the Filipino dialect Tagalog word for wild cat. We hand drew a more simplified version of the wild cat in a style inspired by traditional tattoos and hand stitched tour patches. This gave a naive and authentic vibe to the hand drawn brand identity for the restaurant. We complimented the brand mark with a custom logotype that was inspired by hand painted Filipino signage. The badge style composition of the primary logo was inspired by vintage travel stamps and hotel coasters from 1920s Filipino culture.
design
GRAPHICS, TYPOGRAPHY AND COLOUR
To expand the visual language of the identity we created a graphics kit of hand drawn illustrations to add personality and context. Themes included Filipino ingredients and iconography. We chose a hand drawn style typeface to create letterpress printing inspired compositions for collateral including menus, apparel and signage. The colour palette represents the vibrant nature of the restaurant and their progressive approach to traditional Filipino cuisine.
outcome
BRAND COLLATERAL AND APPAREL
To help Mel and her team run their ongoing campaign we created a brand collateral kit. This comprised of easy to use social media templates, signage, menus, business cards and takeaway food packaging. To add an extra stream of revenue to the business, we created an apparel range including t shirts, hats, jackets, socks and bags.
STRATEGY
In our brand strategy session, we helped Mel define her brand foundation, target audience and market position. Together, we crafted the mission statement ‘Our mission is to bring folks together in the spirit of community with Filipino food inspired by fond childhood memories.’ We defined Musang’s brand personality as Community, Authentic, Relatable, Old Manilla and Warmth. We used these personality traits as markers to inform our brand design.
RESPONSIVE LOGO FAMILY
The name Musang is derived from the Filipino dialect Tagalog word for wild cat. We hand drew a more simplified version of the wild cat in a style inspired by traditional tattoos and hand stitched tour patches. This gave a naive and authentic vibe to the hand drawn brand identity for the restaurant. We complimented the brand mark with a custom logotype that was inspired by hand painted Filipino signage. The badge style composition of the primary logo was inspired by vintage travel stamps and hotel coasters from 1920s Filipino culture.
GRAPHICS, TYPOGRAPHY AND COLOUR
To expand the visual language of the identity we created a graphics kit of hand drawn illustrations to add personality and context. Themes included Filipino ingredients and iconography. We chose a hand drawn style typeface to create letterpress printing inspired compositions for collateral including menus, apparel and signage. The colour palette represents the vibrant nature of the restaurant and their progressive approach to traditional Filipino cuisine.
BRAND COLLATERAL AND APPAREL
To help Mel and her team run their ongoing campaign we created a brand collateral kit. This comprised of easy to use social media templates, signage, menus, business cards and takeaway food packaging. To add an extra stream of revenue to the business, we created an apparel range including t shirts, hats, jackets, socks and bags.
