JOE MITCHELL DESIGN

As part of creating a brand for a unique cultural restaurant located in London called Archipelago, that delivers a unique oritnetal dining experience designed towards a niche market, I am undertaking research and development surrounding the idea of implementing this cultural and fascinating east asian theme. To make my work relevant with meaning and background, I have decided to base a theme around the idea of China, the orient and the meaning behind the word "archipelago" which is ultimately means "an extensive group of islands". This idea and theme has made me create an editorial looking storyboard examining all the ideas and themes surrounding the idea of this cultural and unique experience. This has led to a development of a brand identity. Here is what I have created which will be in my final year presentation: 

Today we were introduced to a new way of professionally publishing design work. Persona is a site many use to professionally publish work as it has may carefully designed systems that make work look professional with a simple yet aestetically pleasing interface. I was fascinated with the website at first as I thought all the layouts and themes were amazingly put-together, combing carefully design fonts with simple and elegant layouts. I got a chance to quickly experiment with the layout and interface - my first ideas and thoughts where to present it in occurrence with the ever trending botanical theme that also relates to some fashion marketing editorials and campaigns that are simple and clean. I will complete a more finished layout with design work and annotation on there to support my Process and Production Module. 

In this final Type Process and Production workshop I created a final version of the development I have been producing over the past few weeks.  In the first type workshop I took particular interest in Wolfang Weingart's "The Swiss Poster" by which I was very inspired by the colouring, line, and shape used in the piece. The edgy and crafted lines and sharp edges helped me to produce 3 very different but interesting type versions also taking inspiration from the Helvetica font that is actually used on the poster. Then, in the second type workshop I got the chance to develop this idea further, creating 4 rough alphabet typefaces that led me to a type I was happy with. The type looked very similar to the gothic type that is already heavily used, just with more curves, lines and shapes relating back to Weingart's graphical composition.  In this final workshop I then drafted out a more fin...

Following on from research about a new and contemporary Chinese restaurant in the heart of London, I have completed further extended research that enables me to work in the style of working brands, minimalistic and inventive logo design and new and unique restaurant experiences that acquire the same target audience as myself. I have decided to research thoroughly into Chinese Fonts, the different styles and genres of fonts and the way these impact the reader. I have then developed a contextual and creative process of working from inspiration of designers and studios to create my own new logo for the new branding effort. Here is the work created in my final presentation document: