A complete brand identity and website redesign for a traditional restaurant located in Oberstenfeld, Germany.
pictured above: letterhead + front, interior, and back envelope designs
business card design for restaurant employees
business card design for the local game distributer
the old logo vs the new
Because the logo hadn’t been updated since the 1990s, it was very important to create a brand identity that demonstrated the restaurant’s longstanding history but was still modern and approachable.
the old homepage
Just like the logo, the website hadn’t been updated since the 1990s.
the new homepage
In addition to implementing the new brand identity into the website design, it was important to make specific technical updates to the website to ensure everything was usable, accessible, and up-to-date.
the updated homepage design
The gasthaus krone brandmark
The Crown (“die Krone”)
In an effort to create a brandmark that was reminiscent of the iconic crown ornament that had been hanging outside of the restaurant for over 200 years, I came up with a solution that simplified the imagery of the crown, but still resembled the ornament in a way that made it both familiar and easy to use cohesively throughout the brand identity.
The brand typefaces
Because the client told me they wanted something that was “modern, but timeless,” I chose a combination of serif and sans-serif typefaces.
The serif is elegant and traditional, complementing the regalness of the crown, as well as the significant history attached to it. The sans-serifs also have a sense of elegance about them, but are still clean and modern, creating a nice contrast with the serif typeface and the crown brandmark.
The color palette
I chose the gold and navy colors to coincide with the elegance and history of the brand and paired them with cool neutrals to freshen up the color palette.
alternate logo concepts
I initially presented the client with 6 different logo concepts that you can see below.
After receiving feedback, and completing one round of revisions, we landed on the final version—as well as the additional logo for the local hunter who supplies game to the restaurant.
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Currently working at John McNeil Studio as a Senior Designer. For any freelance design work and/or consulting inquiries, please use my contact form to reach out.
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