The Indigo
Opportunity: To create a brand identity for The Indigo, an upscale artisan smokehouse offering a uniquely modern take on traditional BBQ meals located in West Greenville.
Solution: Develop a visual identity for the physical space, print collateral, signage, and, overall restaurant ambiance. The aesthetic of The Indigo restaurant emphasizes exposed brick, hardwoods, with accents of navy and golden hues to evokes feelings of comfort.
Above, the primary typographic logo for The Indigo Smokehouse with a geometric sanserif communicates a trendy traditional atmosphere. The secondary marks are for the use of secondary marketing materials such as restaurant social media, print brochures, signage, and packaging to complement the primary logo. Logo A emulates a stamp motif that ties in the rustic artisan feeling of The Indigo. Logo B depicts type iterations that may be used in other marketing materials to add variety when space allows. Specifically, logo C will be used for social logo and website favicon because of its’ similar circular design.
Choosing navy as a primary color not only fits the restaurant’s name but also its deep hue provides richness to the restaurant. Complementing the primary color is the secondary colors beige and mustard that present a warm, energetic tone.
