Amandine is a brunch restaurant and bakery located in the luxurious coastal village of La Jolla, California. The business is inspired by modern Parisian decor and has a bright and feminine design in an inviting outdoor setting. Amandine targets trendy mid-to-upper class women, ages 30-45, seeking a celebratory setting for their unrushed brunch and cocktail hour with their friends.
To communicate the client’s welcoming and french-chic vision, I modified a serif typeface, Ambroise, for the main logo because of its contemporary and sophisticated design and playfully embellished ball terminals. The modifications include character width and height changes, serif reductions and connections, ball terminal play, kearning, and ligature explorations. Furthermore, the menu layouts are uncrowded and cleverly gridded, creatively incorporating column-play and color shifts.
Amandine is a brunch restaurant and bakery located in the luxurious coastal village of La Jolla, California. The business is inspired by modern Parisian decor and has a bright and feminine design in an inviting outdoor setting. Amandine targets trendy mid-to-upper class women, ages 30-45, seeking a celebratory setting for their unrushed brunch and cocktail hour with their friends.
To communicate the client’s welcoming and french-chic vision, I modified a serif typeface, Ambroise, for the main logo because of its contemporary and sophisticated design and playfully embellished ball terminals. The modifications include character width and height changes, serif reductions and connections, ball terminal play, kearning, and ligature explorations. Furthermore, the menu layouts are uncrowded and cleverly gridded, creatively incorporating column-play and color shifts.
The Brand Personality for Amandine is sophisticated, inviting, and feminine. Collecting inspirational images for the menu, ambiance and environmental design helped ensure the client’s vision was being met.
For the main word mark, starting with Ambroise, I explored several modifications –serif lengths, ball terminal play, kearning, widths and heights, and ligatures– in order to highlight the typeface-’s elevated playfulness.
The colors evoke a vacation feel while also aligning with the mature female target; the dark blue reminiscent of Parisian cafes with their emblematic woven chairs; a corally pink to amplify customers’ baked cravings; secondary lighter colors to soften and add contrast.
The typefaces selected for this brand include: Ambroise for the wordmark, a classy and perky serif; Lemon, a fun and youthful sans-serif unicase, for the crest and social media; and Gotham, a modern and reliable geometric-sans-serif, for the menu.
The main goal for the website is to get customers through the door, so I designed a website primarily focused on the menu, locations, and reservations. I concluded that all other information would be conveniently displayed by review sites, providing free social proof for the business.
Selling a crave-worthy lifestyle with images and copywriting that make the experience irresistible was the goal for the social media posts.
