Our objective when designing was to create a cultural experience. Our tools: a kick-ass space and a branding strategy to match. The space is an immersive destination that transforms the visitor and challenges their expectations; while the branding provides a cohesive set of touchpoints that helps visitors navigate the market from first sight to the last bite.
Given the complex nature of the project – two restaurants and twelve culinary stations all within one brand umbrella, we needed to develop a flexible, cohesive strategy. The potential broadness of this brand identity allowed us to explore an ethos for Le District that encompassed several key elements. We took cues from both classic and modern typefaces as well as historic inspiration to develop a brand that was simultaneously modern with a respect for the rich culture and history of France.
With these attributes swirling in our brains, we moved into establishing specific pillars of the Le District brand that would define this experience for customers.
Experienced: Le District is organized around distinct culinary stations, each led by an expert in their field. The credibility of their craft manifests itself in subdued colors, deliberate geometry, and the careful combination of multiple typefaces. Creating a truly fresh take on vintage inspired design that is somehow remarkable yet understated.
Authentic: Le District was designed to stand the test of time while also remaining relevant. This inherent authenticity is expressed through a whole-hearted attention to detail and an honest embrace of process. The visual expression of the Le District brand is real, friendly, and functional. It is expressed through handwritten signage, classic typefaces, custom stamps, and tactile materials.
Witty: Wit partnered with wisdom is the persona of the market, conveying a sharp attitude that engages with the consumer, and invites them to think and explore further. This can be seen in the voice of the brand, in copywriting that converses with the consumer. We also took a playful approach to packaging and signage through the use of friendly icons and illustrations.
HPH Restaurant Group
Brand Strategy Main Logo + Sub-Brand Logos