Environment and Graphic Design
Environment and Graphic Design
EVANSTON, IL
The owners of La Principal hired me to design the logo of a restaurant they were opening with perhaps the funniest client direction to date: "Modern but a little rough – like, you won't see a knife fight there, but maybe you've been in one in the past." I also created the exterior signage layouts, designed the business cards, menu templates, and so on. I continue to design whatever identity, marketing collateral and merchandising they think up.
The signage for the windows was painted using vinyl templates.
loyalty cards for the coffee window
menus
The dessert menu: I designed the menu as a card with a soft-suede finish (which not only feels lovely, but makes the card cleanable with soapy cloth), and shiny spot gloss varnish on the type and design elements.
The back of the dessert menu card: Again, with a soft-suede finish (which not only feels lovely, but makes the card cleanable with soapy cloth), and a spot gloss varnish on the type and design elements.
catering menu
For the kick off of La Principal’s take out and delivery service, I suggested foregoing the planned direct mail postcard for a targeted tear-off menu note pad. These 10-page pads were dropped off at local businesses and co-working spaces, and proved quite successful.
Menu notepad inside back cover
For a fun and cheeky surprise when all the sheets were used, I retouched the sign in a photo of the mural on the exterior of the restaurant.
The house hot sauce was instantly popular, so I created labels for retail bottles.
During the Covid lockdown, I created this logo mark which was used in a new marketing campaign for curbside/delivery services, and on wearables.