Brand
Creating the foundational building blocks for the CB & Co. brand.
Creating the foundational building blocks for the CB & Co. brand.
My first task, after determining the initial brand strategy, was to create a mood board to establish the visual direction for the brand. Using the tone direction—artisanal, progressive, whimsical, unpretentious and polished—we came up with a color palette of blues, orange-reds and golds and a look and feel that juxtaposes vintage and modern, hard and soft, polished and rustic.
A system of logos was developed that includes options for the full company name, as well as multiple monogram designs, to accommodate various extensions of the business and a wide variety of applications.
A primary feature of the CB & Co. brand is the establishment of the legend of CB, a fictional character created to provide backstory for the restaurant concept.
CB was an eccentric figure who had various interests exemplified in the custom pattern we created, from food and wine to fashion and aviation.
To support the primary brand elements, I developed a series of more simplified geometric patterns, as well as a playful and flexible type system that will adapt to the extensive needs of a busy restaurant.
