The Junction
restaurant identity
identity design
menu design
cookbook design
adobe Photoshop
adobe Illustrator
adobe Indesign
objective
The objective of the project was to create a restaurant identity that a farmer’s market vendor could potentially explore as an expansion of business. The Junction is a family owned, locally managed farm to table restaurant with produce coming straight from Georgia’s farms and meat coming from the Georgia Buffalo Farm that has been around for years. It is a very homely feel where farmers and their family value their hard work and enjoy by the end of the day with their loved ones, and friends. This comes in many ways like cooking for each other or simply drinking with one and other.
solution
This was a restaurant identity project created for a farmer at the Forsyth Farmer’s Market on their potential restaurant. The branding included a identity program, promotional materials, the food and drinks menu, the restaurant’s exclusive cookbook as well as a website.
The visual design choice was inspired by the rich, slow and bright culture of the state and the people of Georgia. It was stimulated by the heritage and authenticity of the food that ran through the culture, with a modern approach.
about the farm: georgia buffalo ranch
Georgia Buffalo, Inc. is a family owned and operated bison ranch located on the beautiful southeast coast of Georgia, in the town of Townsend. Georgia Buffalo is dedicated to the re-birth and restoration of the American Buffalo population to the nation’s landscape; they respect and strive to help conserve the natural and cultural heritage of bison. It is Georgia Buffalo’s goal to provide customers with a healthy selection of high quality, all-natural, grass fed, and hormone free bison.
logotype
For the combination of vintage and retro, I experimented with various type faces and lockups until I established one that was bold, grounded and still brought out the freshness and passion of home cooking. The typeface Duke is used for its thick, bold, closed lines to represent the barn and its close family of buffalo that reside in it, as well as the homeliness of the family on the ranch.. The letterforms also mimic the architecture of the farm fences.
elements
The recurring element is the J inside a diamond inspired by the diamond formed by railway tracks at their intersection called the “junction”.
menu design
The menu system consists of a main food menu, in two different layouts, and the drinks menu. It also consists of a table card. Below is the type style used throughout.
collaterals
The identity also consists of various collateral such as postcard design as well as logo-embroidered napkins. Followed by the cookbook for all the restaurant's top recipes.
cook book
The visual style of my cookbook comes from the original logo and its use of the colors from the farm. Striking photography along with faded concept pages are used to show the love of farming as well as cooking for the Bivens family.
View my process book for this project here