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.
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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