Branding · Hospitality
ZEW
A name, a mark and an identity that establish the character of a restaurant from the first encounter.
- Client
- ZEW
- Project type
- Branding · Hospitality
- My role
- Naming, logotype, identity system, print collateral and in-venue applications
- Scope
- Naming, Mark and identity system, Print collateral, In-venue applications
Context
A new venue needed an identity that worked inside the space and in outward communication alike.
The mark had to read at menu scale and at wall scale — two very different jobs for one piece of artwork.
Name and mark were developed in parallel, so each could carry the other rather than compete with it.
Decision
I built the brand on one short, forceful word and a mark that repeats at any scale without losing character. The rest of the system is deliberately quiet so nothing competes with it.
“One word doing all the work.”
Outcome
The same mark performs identically on the thin type of a menu and across an entire venue wall — two jobs that usually need two different solutions, solved with one piece of artwork. The name and the mark reinforce each other instead of competing for attention.
ZEW’s team received usage rules and applies them on their own in new material — the identity keeps developing without going back to square one.
Got something similar?
In a 30-minute call we’ll work out whether I’m right for the project. Afterwards you’ll know what scope makes sense and what should happen next.