NEWS
Gerard Craft's @PastariaSTL - Branding & Design - @Atomicdust
Atomicdust has been on quite the roll this year, most recently with Goshen Coffee's stellar packaging and now, following that with another delightful branding project for Gerard Craft's new restaurant Pastaria (they actually put out another project in between these two for the St. Louis Children's Hospital that's worth looking at, we just didn't want to inundate you with an impressively-depressing amount of good work from one shop).
We wanted our branding and design to embody every aspect of Gerard’s multi-dimensional vision, accounting for the restaurant’s philosophy, its in-development menu, and its space on the first floor of Clayton’s Centene building - a space that was still in the midst of design and construction when we began the project. Gerard’s passion and dynamic understanding of St. Louis’s changing culinary landscape meant that Pastaria’s shape was still evolving. And each of the elements of what would eventually become a great restaurant needed to work in harmony, enhancing each other.
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They've successfully combined multiple ingredients, namely the appeal of a fresh, modern feel in the logo and branding with a nod to the old world that doesn't feel too heavy-handed. This appears to be more of light-hearted approach to italian cuisine in general and a branching out of Craft's typically more time-consuming, gourmet experiences. We're looking forward to visiting this restaurant in person to see how all of Atomicdust's expertise fits in to the restaurant experience as a whole.
The only critique we can offer up is on the assumedly custom script face used in the logo. It's definitely a perfect fit for everything we've seen so far, but the details, specifically the cross of the 't' that seems to go on just a little too far and the wandering brush dot of the 'i' could just use a moderate tweaking to look more finalized. But this is an admittedly minor observance in a completely delightful looking project.
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Comments
Love the site. Really dig the custom logo. I have to agree with the logo crit from the egotist, but while it could be improved a smidge, it's still stellar for client work.
My only critique would be the odd overlap that happens on the website when browsing the KID'S MENU: The floating logo/nav obscures the noodle illustrations. Seems you could solve that pretty quickly tho.
Awesome client, and solid work. Cheers.
More great work from an agency I love.
While I can appreciate the egotist critique, I can't say I agree with it. Personally, I find those particular aspects of the identity to be rather charming.
Well done once again AD.
Can't wait to see what's next.
hanks for pos ng h s, and hanks for he k nd words abou A om cdus . We had a lo of fun on h s projec and everyone a Pas ar a s awesome o work w h!
(Sorry I can't pass up a joke)
The logo type is actually hand written by a designer here. We always liked how it wasn't perfect. It's a little off, like getting a pizza that isn't perfectly round. It's kind of loose and childlike. We found it honest and humble.
We're totally not offended by the critique, and appreciate you featuring the work. Thanks again for posting this.
Thanks James and Mark!
Loose & childlike.
We had to find something to critique eventually or else people would think we're you. Sidenote: Is the red circle imperfect as well? That's pretty clever.
Yeah, the circle is imperfect as well. In our minds, its like a drop of tomato sauce.
(Plus, it's hard to make a perfect circle in MS Paint.)
Man you guys just keep straight killin' it; great looking project. I'm just proud to say I know you and have drank many of your beers.
Ha, thanks man. Come drink more of them!
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