Re-Design existing restaurant logo & overall identity

Café Z

Café Z is a cafe and restaurant in the southern part of Germany. It serves breakfast, lunch and dinner. Dishes are mainly seasonal with some added classics. The elderly owners of the place have successfully run it for quite a long time but are now retiring. Their style was very personal and people loved it, for its constant quality. The place is situated in a very atmospheric landscape right in the courtyard of an old manor with a little chapel next to it and an additional beer garden to the cafe/restaurant as well.

Find more infos & ratings of the place here:

https://www.tripadvisor.de/Restaura…ml?m=19905

http://www.cafe-z.de/ (current website, will also be changed)

https://www.facebook.com/Caf%C3%A9-…368010149/ (will be changed)

https://www.google.de/maps/place/Caf%C3%A9

The new owner is soon taking over business and wants to update and refresh the current brand especially the logo. The new owner is a chef himself with iberian (spanish) background in cooking (not only Tapas), always adding a local, seasonal twist.

This whole post can also be found here:
https://docs.google.com/document/d/…sp=sharing

Target group
Open minded people of all ages and families, curious to experience something new (not necessarily crazy or funky) and refreshing.

Below are some thoughts and attributes towards the “new” brand and a link to a Pinterest mood board of various styles that we liked. Also please see the enclosed pictures of the place and the current logo.

Old brand identity
Continuity, Not open to new things, conservative, old-fashioned, excellent & personal service, a place to always go to, familiar, no trendy audience

New brand identity
People will talk about us…
Radical change
Something new
Extraordinary
Positive
Iberian/Spanish food with local influences (southern part of Germany);
Traditional Tapas (& more) with an individual, creative note/tone without constraints

Customer promise
Kids-friendly
Everything fresh
Contemporary - Zeitgeist
Seasonable
For people of all ages

Attributes used to describe the brand & the promise
Fresh, New, Contemporary, Refreshing, energetic - peppy - lively (spanish)

Feelings to be associated
Being somewhere else, holiday feeling, Relaxed, personal & homely

Restaurant Interior *new*
Wooden Clipboard with menus
Chalkboard with daily specials
New dark grey/anthracite chairs (old chairs in pictures will be replaced)
Oil paintings on the wall (temporary art galleries at the moment, maybe continued)
Plants
Candles
Cozy lighting, but not cheezy, more clean
Food/Tapas will be presented in white cazuelas
Music: Spanish Folklore & modern chill out

Restaurant Exterior
Old Chestnut trees in the beer garden situated in the backyard of an old chapelle
Wooden chairs & tables/beer sets

Design attributes
Square
Colors = Anthracite/dark grey // White
Colorful accents (in interior design)
Simple/Plain
Clean

Logo style

Just font (e.g. emphasize on the Z, use different styles, e.g. write “Café” differently from the “Z”...) OR
Font & illustrations (think tapas…)
OR
…

No Colors (black/anthracite & white), but also needs to work on color

Where is the logo used?
Menu (Priority 1)
On a window (Priority 1)
On a sign (Priority 1)
Website & Social (Priority 1)
On a chair (Priority 2)
On a chef’s/kitchen apron (Priority 2)
On any restaurant accessory, like matches, napkins (Priority 3)

Pinterest - Logo Inspiration board
https://www.pinterest.de/liketherei…spiration/

Notes:
When using fonts, please be aware, that it needs to include the “acute accent” (french = accent aigu) - the dash “´" over the “e” in the word “Café”;

If a font is used for the logo design, parts of the logo font might also be reused in the restaurant menu, e.g. for different chapters;

If possible, use freely available fonts.
When using fonts, please be aware, that it needs to include the “acute accent” (french = accent aigu) - the dash “´" over the “e” in the word “Café”;
If a font is used for the logo design, parts of the logo font might also be reused in the restaurant menu, e.g. for different chapters;