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InspirationGraphic Design

Atelier à propos creates a cheeky identity for The Scoop Café, in 'Franglish'

It's not often a restaurant bills itself as "at the crossroads of the French brewery, the American diner and the Irish pub"; and it's even rarer that an establishment associated with any of those things would present itself with branding that thoroughly avoids cliche.

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A framed poster for The Scoop Café featuring orange text reading "Alimentaire, mon dear Watson" on a black and white geometric background with diagonal stripes

So it's refreshing to see the approach that French studio Atelier à propos took to creating the designs for the eatery in question, The Scoop Café. The joyfully unpretentious joint prides itself on serving burgers during football matches, but in a slightly more elegant way than, say, a Walkabout pub. As such, the copywriting and visual language appropriate ideas around "Franglish", that unmistakeable blend of languages usually deplored during sporting events, or heavy drinking.

Atelier à propos' design solution avoids cliches of brashness, neon or sporting imagery, instead taking a Modernist-inspired approach with a limited colour palter of white, black and deep orange. Keeping things closely, an understated serif typeface is used to spell out cheeky plays on intercontinental parlance, like "The matchs are meilleurs with a bon burger" ("Matches are better with a good burger," in full English.)

Based in PAris and with an outpost in Miami, Atelier à propos was founded by Vincent Champenois, and specialises in visual identity and print work. You can see the studio's projects on its website here..

Framed poster for The Scoop Café with orange text reading "The beer, the blague and the burger" on black background with white diagonal stripes
Framed poster for The Scoop Café with bold red triangle and text reading "Cidre. It's the new bière" against white background, designed by Atelier à propos
Framed poster for The Scoop Café with orange and black text reading "Meme quand the matchs are nuls the burgers sont bons" on white background with geometric black shapes
Three framed posters for Scoop Café featuring geometric orange and black designs with bilingual "Franglish" text about burgers, created by Atelier à propos
Framed poster with black border displaying orange diagonal stripes and text reading "At the Scoop, un burger peut en cacher another" for Scoop Café
Framed poster for The Scoop Café with black and white diagonal design and orange text reading "The wifi is 100% french and élevé en plein air
Two overlapping promotional posters for Scoop Café in black, white and orange, featuring Franglish wordplay about burgers and beer
Two printed menus for Scoop Café featuring orange and black text with playful Franglish phrases about cocktails and burgers on a white background
Six promotional cards for Scoop Café featuring geometric triangles in orange and black with Franglish text about burgers, steaks and cocktails
Two pages of Scoop Café branding: left page shows orange triangle with "For water revenez later!" text; right page displays wine menu in three sections organised by verre, pichet and bouteille
The Scoop Café menu spread showing burger, beer and drink sections with French-English wordplay pricing in black, white and orange
Four printed promotional cards for The Scoop Café with diagonal colour blocks in black and orange, featuring playful French-English wordplay by Atelier à propos
Tablet displaying The Scoop Café branding with orange text on white and black background, reading "Toutes nos beers sont sous pression, and nos cocktails are totally secoués
The Scoop Café menu displayed on a tablet, featuring white and orange diagonal design with French and English dish names and prices
Scoop Café branding displayed on a tablet showing orange text on black and white background with the phrase "If you want a good table, réserver is préférable. Sinon, we livrons
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