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: 

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: 

Describe your project concept and the reason for doing it? What is the theme and/or topic of your project? I am going to start by looking at subculture/culture and brand/anti-brand. The idea of the project will be surrounding one of London’s quirkiest and most extravagant restaurants that is unique to its form. Archipelago is a unique experience that really reaches out to intrepid diners; serving all things weird and wonderful, such as crocodile, kangaroo, and wildebeest. Archipelago is a Thai and East Asian cuisine based restaurant, with the name coming from the definition for “ an extensive group of islands ”. The glow of golden Buddhas, dwarf palm trees and giant peacock feathers are current themes and branding efforts that infiltrate through the visual aesthetic but the current design of the restaurant is heavily dated.  Is the intention to inform, comment, promote, narrate etc? What is the need for this visual communication? The intention of the new brand...

First look at the research document I have created that looks at Idea surround the rebrand of a Oriental Restaurant situated in the heart of London. This document will be printed and presented at review. 

Unexpectedly, I have really become fascinated with layout and design and the way in which layout plays a vital role within Graphic Design. It also plays a pivotal role in how you communicate your ideas; for example the layout of portfolios or presentations.  During my studio session, in a conversation with John, I was shown work by a previous student. It was clear that layout was at the forefront of the students work; being easy to read and thought provoking.  This was very inspiring to me by which I went off and created a simple basic grid, based on everything I have learnt so far when it comes to layout. This grid would enable me to input work to make a final document that I can present as a final piece. 

Today we got some free time in our studio session to explore the library and search for inspiration. I took the time to look for inspiration on my studio project - looking at David Carson and Layout books. I also took the time to search for inspiration on my essay writing and including quotes from books in relation to text I have already wrote. For example, I have looked at books on Barbara Kruger- the main inspiration for Supreme in designing a political and minimalist brand aesthetic. Here is what I have found; David Carson; Grafik Design After The End of Print Designer and the Grid Barbara Kruger; Modern Art Oxford Barbara Kruger; Thinking of You

For the new brief on creating a new cover design for an iconic penguin book, I have set up a new board in Pinterest to gather ideas and inspiration to back up my secondary research. The main ideas I was considering when creating a collage of inspiration for 'In Cold Blood' was themes based around: Texture, Layout, Print, Police, Evidence, Crime and Non Fiction as well as looking at previous designs for the books and the Penguin Cover Design Heritage.