Our assignment was to create a dynamic brand for Chef Vittorio Colacitti’s first restaurant that would reflect the artistic and culturally vibrant Queen West neighbourhood of Toronto, while standing out as a new local hotspot known for its convivial and social dining experience.
The name and concept were built around the feeling of people gathering around the table, as a celebration of good times spent with family, good friends and good food. Creating a visual identity that is communal, nostalgic, and irreverent, the branding combines modern design elements with vintage photography and materials. The primary logo, secondary mark and associated collateral evoke good times with family and friends and fond memories from one’s past.
The interior design, signage and collateral helped make The Good Son a highly popular destination in the city. The modern and nostalgic visual identity brought something different to the eclectic Queen West scene, helping to create a unique dining experience where people can come together around the table and enjoy the communal feeling of a family dinner.