The Village Restaurant is an existing small western village-style clubhouse with an outdoor patio located in Norwich, Ontario. They serve soups, burgers, sandwiches & wraps, steaks & ribs, chicken, pasta, pizza and specialty Dutch foods for their well-populated Dutch customers.
Objective
To rebrand an effective corporate identity package for an existing restaurant company consisting of a logo, sub mark, business card, letterhead, and envelope. Deliverables are to design a food truck, menu board, staff uniform, and store signage to be put together with the identity package in a brand-style guide. To promote the restaurant and increase sales, a mascot character needed to be developed for an animated season’s greetings promo video for favourable and interested awareness.
The Village Restaurant sign displaying the original logo
New logo of the Village Restaurant
The Village Restaurant Business Cards
The Village Restaurant Envelope back view with closed flap
The Village Restaurant Envelope back view with open flap
The Village Restaurant Envelope front view with open flap
The Village Restaurant Letterhead
Style Guide
Style Guide Title Page
Style Guide Contents Page
Style Guide Introduction Page
Style Guide Colours Page
Style Guide Logo Usage Page
Style Guide Logo Usage Continued Page
Style Guide Logo Do & Don'ts Page
Style Guide Design Elements Page
Style Guide Typography Page
Style Guide Printed Materials Page
Style Guide Printed Materials Business Card Page
Style Guide Printed Materials Envelope Page
Style Guide Printed Materials Letterhead Page
Style Guide Clothing Page
Style Guide Merchandise Page
Style Guide Store Front Page
Style Guide Thank You/Conclusion Page
The Village Restaurant Logo on a Water Bottle
The Village Restaurant Logo on a bag
The Village Restaurant Logo on square store sign
The Village Restaurant Logo on a black pen
The Village Restaurant Logo Stickers
The Village Restaurant Uniform
The Village Restaurant Mascot "Squeaky" front view
The Village Restaurant Mascot "Squeaky" side view
Process
I rebranded The Village Restaurant in Norwich, Ontario, addressing its weak brand. Inspired by Norwich’s village history, I designed a clean and simple logo featuring a Western-style, village building, while also symbolizing its ongoing evolution and growth.
Adopting a one-line design approach, I applied it to elements like the corporate identity, food truck, and menu board, maintaining a modern and minimalistic vibe. Warm colours such as yellow, orange, burgundy, and soft purple were used to evoke a cozy, inviting, and Western atmosphere. I designed the pattern that consists of the only triangle shape of the logo, placed and repeated together to create a brick pattern, representing buildings while evoking quality.
After designing the food truck design, menu board, signage and staff uniform, it was compiled into a cohesive brand style guide. For a holiday promo video, I created a mascot character, Squeaky the Squirrel, reflecting Norwich’s local critter. Using Adobe After Effects, I brought Squeaky to life in an animated promotional video showcasing the restaurant’s new brand.
Medium/Tools Used
Adobe Illustrator
Adobe InDesign
Adobe After Effects
The Village Restaurant Mascot Food Truck Street & Window Serving Side
The Village Restaurant Menu
The Village Restaurant Greeting Video with Mascot "Squeaky"
