Three nights I sat up all night drinking absinthe, and thinking that I was singularly clear-headed and sane. The waiter came in and began watering the sawdust. The most wonderful flowers, tulips, lilies and roses, sprang up, and made a garden in the cafe. “Don’t you see them?” I said to him. “Mais non, monsieur, il n’y a rien.” – Oscar Wilde
The design for the branding of Boucherie was inspired by La Belle Époque, a time that is associated with indulgence and joie de vivre, to create an air of optimism, prosperity and culture. It can be the joy of conversation, joy of eating, joy of anything one might do — a comprehensive and all-encompassing joy, a philosophy of life.
Bold colours for the branding were chosen to contrast the hard and rich woods of the interiors.
The light-heartedness and bold Art Nouveau posters were the main source for colour.
The rich red, taken directly from classic French butcher shops, contrasts against creamy white and beige backgrounds and immediately transports guests to a French mentality.
Every detail of the branding needed to reflect a richness found in the cuisine. The sans serif typography with a 3D touch emulates the vintage metalwork signs of old French butchers. Other supporting typefaces were inspired by the 17th century. Didoni serif and italic typefaces were used and interwoven together in order to make it feel authentic, all the while creating a system that was efficient for the restaurant.
All the applications were given a touch of French belle époque flair but with a touch of abstraction to evoke the feeling of drinking absinthe. The coasters were given an illustrative design inspired by Toulouse-Lautrec, simplified and added to for a contemporary identity.
The gold accent adds a luxurious touch to the brand.