___Sam Lane ___Mutton Quad Brief ___Proposal & Idea

____Proposal

I aim to create a marriage between the passion for Typography and the passion for Food in a restaraunt enviroment. I will achieve this by creating a multi-sensory experience for the diner. I want to let the customer interact with the restaraunt in a way that involves type through the use of specially named and manufactured dishes that combine elements of both named parts of the anatomy of type as wellas the anatomy of meat. I need to consider placement; It needs to be a contemporary restaurant that can fit in in the ‘trendy’ areas of the world. I will remember to emphasise the appeal of dining out in a restaurant and how eating out is a special occasion and experience.

____Idea

I have compared words that relate to each of the different anatomys and will progress this further into specialist dishes that will play on traits of typography and meat.

Some Initial words that can be applied to both;

Neck, Ear, Lobe, Bowl, Tail, Shoulder, Eye, T-Bone. Bone, Face,

____Deliverables

- Branding- Website - Menu- Selection of Dishes- Interior & Exterior Design- Signage & Wayfinding - Stationery including a recipt holder, business cards, letterheads etc...

___Sam Lane ___Mutton Quad Brief ___Visual Research

____Branding

I looked at Oat Creative as I feel their branding for particulalry restaraunts is out of this world. They manage to create timeless classic design that is somehow still contemporary but that hits on parts of traditions. I particulalry like the work they did for ‘Saloon’ Bar and Restaraunt with clean cut layouts and consideration of stock.

I will be looking at achieving a similar asthetic whilst introducing traits of typography and whilst also looking into traits of traditional designs for Butchers to relate to my ‘Anatomy’ theme.

____Interior / Exterior

I hope to bring the elements that are seen in the dishes and menu through to the interior and exterior of the restaraunt. I can achieve this by using elements of anatomy in both senses across the walls and through other elements in the brand.

____Binding & Stamps

I hop to use stamps within my branding, and hope to encorpeate this in my logo. I want to stamp the stationery related to the restaraunt as it would be if a cow had traditionally been branded. I will have to look at traditional designs to see how far i could take this.

____Website

I also aim to create some web based products related to the restaraunt and this could be in the form of a website or even an app for some of the meals. This would be a great way to increase use interaction with the whole idea of the brand and coud be a useful tool to help merge the two anatomies with the use of online games and website funtions.

I’ve looked at Kerntype the Kerning Game and also other various websites related to restaraunts.

___Sam Lane ___Mutton Quad Brief ___Visual Research

____Branding

I had an instant idea of how i wanted the brand of the restaraunt to look. I picked out the word that link both typography and meat which was the ‘anatomy’. I had a vision of the strikethrough line moving through the ‘o’ representing the disecting of both the letterforms and the cuts of meat.

I thought that a serif typeface would work best for the element of luxury behind my brand and found that Didot seemed to work well for what I wanted.

____Initial Ideas

I generated some (really) rough ideas oh how my idea might unfold across the menu. I wanted to somehow combine the two antomies so in this case I have taken the ‘neck’ of the lowercase ‘g’ and overlaid the ‘neck’ of the cut of meat in it’s place.