Double Take is a daring new restaurant destination providing a haven for the backlot crowd fueling Los Angeles’ booming entertainment industry. Paired with the prestige of the beautifully redesigned Kimpton Hotel Palomar Los Angeles, the unassuming mid-city locale is nestled between the lackadaisical West Side, Hollywood tourist traps, and the hipster-centric East Side. With a fresh perspective and a complete overhaul from the hotel’s previous Blvd16 restaurant, Kimpton engaged FINE in the restaurant’s new brand development, including name, ID, sales and operational collateral design, and splash page.
An intentionally innocent use of materials and textures creates an environment of high-style yet low-pretension. Brand development began with a name exploration to capture the sense of duality behind the concept, comparing the unfinished and risk taking maverick spirit that emerges from the backlot of independent films with the fleeting spark of brilliance that turns heads. The identity itself is self-aware; gazing into a mirror, resulting in fragmented reflections and perspectives in the typography.
Collateral is simple, almost institutional turned exciting through striking compositional perspectives, understated, yet strikingly dynamic. Heavily-trafficked touch-points, like menus, pastry case cards, tables numbers, business cards, postcards, stamps and stickers—the varying layouts demonstrate the strength of a pattern developed from the primary mark’s main provocations. Their seeming lack of intention invites inspection, interaction, and, ultimately, a connection.
With the logistical dilemma of generating attention while remaining both legible and understated, a suite of menus brings together seemingly disparate items into a striking and unexpectedly balanced asymmetry. Clipped together, the menus elevate their counterpart’s content via lines that direct sight to individual headers.
The result is an un-balancing act, where familiar patterns are purposely broken, strategically funneling energy in one corner and subduing it in another, much like the restaurant’s space. The brand’s paradox becomes a more focused experience through continual and intentional distortion.