Crafted is just how we view everything.
Client
Empress Family of Restaurants
Year
2021
Services
Brand Identity System, Brand Narrative, and Brand Guidelines
A lot of restaurants promise “craft” food and drinks but our goal was to convey the idea of “craft” and the hometown feeling of San Diego in one glance.
For Crafted Culture it was critical to spend a little extra time upfront developing a nuanced strategy to inform the branding. Through the discovery process, we heard the specifics of what the clients envisioned — a comfortable, meet-up spot for the community that low-key conjured up San Diego pride. A lot of restaurants promise “craft” food and drinks but our goal was to convey the idea of “craft” and the hometown feeling of San Diego in one glance.
Our choice of fonts and colors reflected the clean iconic heritage of places like the Gaslamp Quarter
and Sunset Cliffs, with a slight nod to Padres baseball nostalgia.
In the end, the client was provided with a full set of guidelines for logo and identity use, including color palettes, fonts, and placement. We went wide with the application of brand graphics, everything from t-shirts to gift bag patterns, to business cards,
to digital assets and a lot more.
Craft only Craftier
Yep. We know. We’re on to the fact that a lot of restaurants use the word “craft” to describe things.
Craft beer. Craft wine. Even craft pickles.
But our idea is different and maybe a little craftier. We take the notion of craft a step further. We’re not just about carefully curated and finessed food and drinks, although to be clear we, we definitely have that.
Crafted is just how we view everything.
It’s our entire approach and idea behind our restaurant. To be a continual work in progress. From our menu to our venue. We love the refinement process, to perpetually morph into exactly what the community needs and wants and as it meets together and eats together.
