*** DESIGN BRIEF EDIT: If a pie is to be included in the logo, we would like to have some abstract element that signifies a pie but we do not want an actual depiction of a pie in the logo. Attached, are two (VERY rough) examples of logos, not that we would necessarily want emulated but they both have abstract pie crusts around the outside and a little symbol in the middle to denote air holes.
We also really like the industrial fonts (see Kitchen Next Door logo attached in the logo section) and want to stay away from cursive fonts unless they are an integral part of your design.
First and foremost we want the logo to be edgy, fun and representative of the vibe of the restaurant. For example, the name of the loyalty club will be "The Mile Pie Club”, a twist on the phrase “Mile High Club”. While we don’t need anything referencing that in the logo, we think its pretty explanatory of the fun and irreverent atmosphere and brand we hope to cultivate.
We're very open to different logo shapes and colors (with the exception of the fact that we need to include red somewhere/how). We prefer somewhat simple and uncomplicated but we think it may be necessary to have a logo that conveys what type of food we're selling since this will be a new concept to a lot of people. We will leave that up to the designers discretion and creativity.
Here are a few things about the direction of the restaurant that we think might be helpful:
Target Market: Young, urban professionals who would eat here during lunch at work and come back in the evening before or in between going out on the town.
Words we want associated with the food and restaurants: Fun, Edgy, Savory, Modern, Fresh, Healthful, Quality, Adventurous, and most importantly Delicious
Interior Aesthetic: The interior design aesthetic will be modern industrial and utilitarian. (See attached image for the direction we are going)
Savory Pies: Be sure to take a look at what individual savory pies looks like - any design aspects that are trying to convey a pie should allude to savory NOT sweet pies (sweet pies are the lattice crust). See Attached.
Some overall branding that we really like:
*These are not necessarily brands we’d like to entirely emulate but like the individuality and how they really convey the vibe and food of the restaurants.
1. Pieminister: This is a very similar concept to ours if you want an idea of the type of food restaurant will serve. This is a UK food concept and sells mainly to grocers with only a few brick and mortar locations. We love this look and brand. http://www.pieminister.co.uk (see attached image)
2. Comida: This is a restaurant Mexican street food concept that began as a food truck and now has a brick and mortar location. We like the look of their overall site and brand identity. http://www.eatcomida.com (see attached image)