Rav
is a new take on a classic pasta. Inspired by build your own pizza and burrito shops, Rav aims to create a customizable ravioli experience. This is a shop that needed a look that’s unique and appetizing. I developed a brand identity and signage for this hypothetical new shop. The identity represents the fun, modern nature of the store concept, while still holding the feeling of a more upscale dining experience.
Starting with the storefront, I developed visuals for the brand. I knew that the Rav’s visual story needed to be fun, unique and clean. I saw this as an opportunity to utilize pattern, wordplay and unconventional print size and form.
What does Rav need?
Customers
Attract customers to the new restaurant by developing a visual language that draws on current trends. Additionally, create fun, quirky and cohesive visuals to speak to a younger audience. Additionally, build a witty voice for the brand to show relatability.
Products and Promotion
Create brand consistency that can be applied to a wide breath of products and collateral for the shop. I.e. visuals that can be used on storefronts as well as packaging, social media, etc.
Initial Logo vs. End Result
The first iterations of the logo consisted of very thin line work, a high contrast, serif typeface, and saturated colors. In the final, I moved to a softer, warmer, more muted color palette, simplified forms, thickened line work + chose a thicker, sans serif, and modified proportions. I was looking for something “juicier” and more appetizing, while keeping the original organic forms.
Product Packaging
Packaging for the sale of the stores homemade sauces using the forms in the logo to create pattern, and adjusting color to align with sauce color, and choosing fun names using alliteration.
Disposable Packaging
Takeout packaging using the same patterning for consistency throughout the restaurant’s materials.
Menu Design
Menu design consisting of pre-determined meals, as well as build your own options. Additionally, the menu is printed and cut in the shape of the background color portion of the logo.