Yorkshire restaurant- Development.

From the initial sketches which I have already done I realised that I wanted the brand identity to be typography based. As my practice is also focussing around this design discipline this was a perfect opportunity to explore its capabilities because it went hand in hand with the idea of dialect and spoken words of the county. So instead of spending much time on sketches I focussed mostly in digital development. This was something which would speed up the process much needed with the little time I have left to develop this concept properly. 

I chose the base font of Klinic Slab as this was a slight serifed font which was available in a number of weights. Serifed was chosen as this can be read easier by the audience because letterforms are more pronounced that san serif but it also gave a more traditional feel referring to the heritage of the county. The change in weights was good to represent my desired concept. 

My concept was to use the Yorkshire man's motto 'Eyt all, sup all, pay nowt' as this referred directly to the Yorkshire dialect and eating. This would also allow the word to change to fit the context and format it was being displayed in. This is a common feature and trend with brands currently thinking about one identity can adapt across platform to suit.

Here the word which changes to fit the context is the 'all' and because it has less importance than the overall 'eyt' I have chosen to use the regular version of the font to show of this hierarchy of information within the brand. This is a simple way to change the brand but still communicate the same visual identity. Its simplistic aesthetic has high legibility and will compliment and contrast well against the complicity of the map visual being possibly used to show direct link to the restaurants location. 

The original 'y' used with the Klinic slab was not aesthetically pleasing and I didn't like the sudden cut at the baseline which it used. After listening to how Dalton Maag altered some of their fonts to suit the brand earlier in the year I decided that this is what I needed to do in this instance. I achieved this by altering another serif font slightly to fit within the x-height of the other. This aesthetically worked much better and blended well with the base font. 

Again I have used the Yorkshire man's motto again for the drinks menu and by apply the same visual it appears consistent with the main brand identity. 

 Looking at photos taken in the dales and the map scans I looked at creating a suitable and limited colour palette. From this research I took green as the base and looked at hues and tints around this with a contrasting one for the text to increase legibility.

After asking for some opinions the colour way above was the most popular. Contrast is good to increase the legibility especially for the sub title. The colours also work well to represent the county's landscape in a simplistic and contemporary way, similar to the research which I was looking at. 

 I then moved onto the other layout sketches which I had drawn and incorporating the map scans.

For the final design I took the colour way chosen earlier and created a panel down the right hand side of the menu visual. This increased legibility of the type enough for it to be read easily at arms distance as it would be viewed when at the table by the audience. I have made sure that enough of the scans have been left visible to get across a clear message of the location and so that this can be a talking point around the table. This visual aesthetic and tone of voice was the final concept which I replicated and applied to the other menus and products in the range.