London studio Dutchscot, an offshoot of various award-winning design agencies including GBH & Hat-trick, has just released a new brand identity for Meraki, a new contemporary Greek restaurant in Fitzrovia, and we think it's pretty tasty.
Commissioned by the Waney family (of Zuma, Roka, La Petite Maison, Coya and the members-only The Arts Club), the team was asked to come up with a brand, inspired by island life but with a refined execution.
"There are six key island formations in Greece and this became the inspiration for the menu designs, created using a medley of finishes and textures, to subtly reflect terrazzo," explains Ross Goulden from Dutchscot. "Five of the formations are used on the food menus with the sixth being used on the wine menu. The M of Meraki lent itself to representing the sea and therefore works in both the context of the islands but also as a pattern in its own right.
"As a predominantly fish restaurant, the emphasis on the sea was important. The exterior of the restaurant is a dark navy and has traditional architectural elements, we commissioned the 'M' to be made out of bright white neon to contrast with this."
Materials also played an important role in the new identity, From the bright white textured menu paper (Zen from G.F Smith) which emulated Greek architecture to the vibrant blue paper used on the bar menus, evocative of Greek church roofs and the mediterranean sea. A pale grey leather was used for the wine menus to reflect the interiors. Ross adds: "The 'M' is coupled with Meraki typeset in Produkt by Commercial Type, we liked its attractive but functional quality."
Dutchscot worked with Spectrum on the signage, Boss Print on the menus and Progress packaging on the leather wine menus. Discover more at www.dutchscot.com.