CLIENT / Le Formal Restaurant, Aix-en-Provence, France
Project Overview
The project for Le Formal revolved around creating a fresh identity for a gastronomic restaurant in the charming old center of Aix-en-Provence:
_ The client sought a rebranding that would align with the restaurant's high-end culinary offerings
while capturing the essence of the location itself—historic, refined, and steeped in tradition.
- The goal was to design a brand that would stand out in the competitive dining scene,
offering a sophisticated yet approachable experience.
- This involved developing a visual identity that would resonate with locals and visitors, seamlessly
blending contemporary elegance with the region's rich cultural heritage.
- Through thoughtful design, the brand aimed to evoke a sense of place and elevate the restaurant's
positioning as a destination for fine dining.
_ The client sought a rebranding that would align with the restaurant's high-end culinary offerings
while capturing the essence of the location itself—historic, refined, and steeped in tradition.
- The goal was to design a brand that would stand out in the competitive dining scene,
offering a sophisticated yet approachable experience.
- This involved developing a visual identity that would resonate with locals and visitors, seamlessly
blending contemporary elegance with the region's rich cultural heritage.
- Through thoughtful design, the brand aimed to evoke a sense of place and elevate the restaurant's
positioning as a destination for fine dining.
Approach & Solutions
I focused on creating a unique, personal identity for Le Formal, inspired by the chef’s signature to reflect both his vision and the restaurant’s essence:
- The vibrant color palette mirrors the restaurant’s bold gastronomic style, evoking creativity
and energy.
- I selected a font that honors Aix-en-Provence’s historical significance while maintaining
a modern touch.
- This blend of personal design, vibrant colors, and history resulted in a cohesive, dynamic brand.
- The vibrant color palette mirrors the restaurant’s bold gastronomic style, evoking creativity
and energy.
- I selected a font that honors Aix-en-Provence’s historical significance while maintaining
a modern touch.
- This blend of personal design, vibrant colors, and history resulted in a cohesive, dynamic brand.
LOGO DESIGN: A MODERN TRIBUTE TO CULINARY HERITAGE
The logo for Les Caves Henri IV by Le Formal blends modern typography with historical elegance, reflecting the restaurant’s refined identity:
- Typography: Bold, geometric sans-serif with custom letterforms (notably "R" in "HENRI"
and "L" in "FORMAL"). The contrast between intense and delicate fonts adds sophistication.
- Stylistic Elements: Curved extensions evoke movement, possibly referencing wine pouring
or calligraphy, reinforcing a sense of refinement.
- Color Scheme: Black and gray palette conveys luxury, tradition, and modernity.
The logo for Les Caves Henri IV by Le Formal blends modern typography with historical elegance, reflecting the restaurant’s refined identity:
- Typography: Bold, geometric sans-serif with custom letterforms (notably "R" in "HENRI"
and "L" in "FORMAL"). The contrast between intense and delicate fonts adds sophistication.
- Stylistic Elements: Curved extensions evoke movement, possibly referencing wine pouring
or calligraphy, reinforcing a sense of refinement.
- Color Scheme: Black and gray palette conveys luxury, tradition, and modernity.
Visual Identity Kit: Colors & Typography
IDENTITY BREAKDOWN: DESIGNING A SIGNATURE EXPERIENCE
The visual identity for Le Formal was designed to capture the restaurant’s balance of refinement and creativity.
The system communicates culinary precision and imaginative flair by combining minimalist structure with expressive graphic details.
The brand concept begins with a bespoke logotype and extends consistently across menus, printed materials, and in-restaurant touchpoints, reinforcing a cohesive and elevated dining experience.
The visual identity for Le Formal was designed to capture the restaurant’s balance of refinement and creativity.
The system communicates culinary precision and imaginative flair by combining minimalist structure with expressive graphic details.
The brand concept begins with a bespoke logotype and extends consistently across menus, printed materials, and in-restaurant touchpoints, reinforcing a cohesive and elevated dining experience.
Subtle graphic gestures like drips, cuts, and hand-drawn lines echo the chef's plating style and create a visual dialogue between cuisine and design.
These elements also serve as a tribute to the chef’s father, a painter, honoring his creative legacy through the restaurant's visual language.
These elements also serve as a tribute to the chef’s father, a painter, honoring his creative legacy through the restaurant's visual language.
CONCEPT BREAKDOWN: PLATTED IDENTITY
The visual concept blends culinary artistry with graphic refinement, using bold color curation and gestural marks to echo the chef's expressive plating style.
Each layout element was designed to reflect the precision and creativity of the restaurant’s cuisine.
The overall identity forms a cohesive system where design choices visually celebrate taste, craft, and personality.
The visual concept blends culinary artistry with graphic refinement, using bold color curation and gestural marks to echo the chef's expressive plating style.
Each layout element was designed to reflect the precision and creativity of the restaurant’s cuisine.
The overall identity forms a cohesive system where design choices visually celebrate taste, craft, and personality.
Photography and styling focus on the plate as a canvas.
The composition, light, and color grading emphasized the dishes' artistry and connection to the design language.
The composition, light, and color grading emphasized the dishes' artistry and connection to the design language.
Concept Breakdown 2: Art at the table
These images immerse us in the world of Le Formal by showing the chef in his element—composing refined dishes with precision and intent.
The visuals reinforce the restaurant’s philosophy of “art at the table,” combining the elegance of French gastronomy with a contemporary design language.
These images immerse us in the world of Le Formal by showing the chef in his element—composing refined dishes with precision and intent.
The visuals reinforce the restaurant’s philosophy of “art at the table,” combining the elegance of French gastronomy with a contemporary design language.
Everything is meticulously staged to celebrate the chef’s process and highlight his creative leadership in the kitchen, from the handwritten typography to the color-coded plating dots and the curated menu displays.
It’s a holistic portrait of craftsmanship captured in the food and its surrounding visual identity.
It’s a holistic portrait of craftsmanship captured in the food and its surrounding visual identity.
I helped shape a visual identity that supports the chef’s vision—balancing elegance, creativity, and a personal tribute to his father.
My role was to bring clarity and cohesion across all touchpoints, from menus to signage, with subtle graphic gestures that echoed the kitchen's artistry.
My role was to bring clarity and cohesion across all touchpoints, from menus to signage, with subtle graphic gestures that echoed the kitchen's artistry.
Key Results & Impact For Le Formal Cave Henri IV Restaurant
DESIGNED ELEGANT PRINT MATERIALS
menus, brochures, and promotional documents to reflect
the restaurant’s refined, contemporary dining experience
ENHANCED BRAND PERCEPTION
with high-end design, supporting a 15% growth in reservations
BOOSTED PRIVATE EVENTS BOOKING
through updated, cohesive print assets
REINFORCED LE FORMAL'S REPUTATION
through updated, cohesive print assets
menus, brochures, and promotional documents to reflect
the restaurant’s refined, contemporary dining experience
ENHANCED BRAND PERCEPTION
with high-end design, supporting a 15% growth in reservations
BOOSTED PRIVATE EVENTS BOOKING
through updated, cohesive print assets
REINFORCED LE FORMAL'S REPUTATION
through updated, cohesive print assets
Need to elevate your restaurant's brand
with a refined, high-impact design?
with a refined, high-impact design?
