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Create a logo and visual identity system for a new restaurant, In Bloom, that would feel classic and elegant, yet modern.
Our inspiration point was the northern cuisine In Bloom would celebrate, and its reflection of the deep connection that Minnesotans have to the land – specifically to the seasonality of ingredients and venison, thus the flora/fauna identity. The deer with headdress is a key brand asset to tell this story. The deer anchors the logo and represents the whole-animal method approach they use in their cooking, but the antlers take on a different personality, reflecting the flourish and beauty of blooms, and vegetation in season. The deer’s floral headdress was to have a maximalist effect, to the point of overwhelming the senses. We were influenced by Dutch Vanitas paintings which frequently feature vivid blooms, and ripe luscious fruits and vegetables to portray the fleeting and real nature of beauty and earthly delights. This was an apt metaphor for the restaurant concept, where ingredients are chosen at the height of their ripeness and beauty.
The identity hit all the right notes with the owner, using the visual identity system through the restaurant – on the restaurant sign, menus, coasters, social media and website.