The starting point of the brief was a theatrical playbill from Alfred Jarry’s “Ubu Roi”. With the play itself being wild, bizarre, comic, and significant for the way it overturns cultural norms, the design direction was very clear.
The play’s stage and costume designs, dating back to 1929, were a source of inspiration for the unconventional and creative journey. With a modern and stylized take on quirky theatricality, a custom logotype font was designed and used to create a dynamic abstract letterform pattern. The clustered letter elements fit together like a puzzle forming a radial composition which draws attention in toward the burgundy logo.
The high contrast palette of black and white evokes the necessary intensity, drama and retro-ness embodied in the vision and aesthetic requirements of the brief. The patterned monochromatic scheme lends itself well to eye-catching designs across all brand collateral. The branding system included external signage, an oversized food menu, packaging, uniforms, customized dinnerware, and other printed deliverables, and was completed with graphic illustrations for the restroom walls using bold enlarged flowers with subtle references to gender.