Archetype (Branding)

ARCHETYPE / concept restaurant branding.

Context
To conceptualize and brand an outlandish restaurant concept. My restaurant, “Archetype” centered around patrons being administered a Rorschach test in lieu of a traditional menu. 
Course: Brand Identity Design with David Heasty. Fall 2012.  

Proposal
To create a restaurant that addresses the subconscious nature of eating. In the primordial brain, we understand that to eat is to survive, therefore, it is inherently a ritualistic and meaningful experience. In order to better understand ourselves and our dinner guests, we ask them to apply meaning to their meals and to the sublimation which occurs during gustation.


Archetype is unique, in that it has two distinct brand identities, in effort to create an atmosphere reminiscent of a speakeasy. Outwardly, it is referred to as “Archetype Testing Center,” the branding is clinical, rigid and decidedly vague.
Once guests are within the restaurant, the branding feels more modern and there is a greater usage of the logo on various take-out packaging and uniforms. The tongue logo, then, becomes a sort of secret marker, similar to an entry stamp received at a club, unifying those who are "in the know."
With minimal web presence and a high price point, the Chinatown location would attract customers with an open mind and a fluency in fine cuisine.

An imagined interior of Archetype, a concept restaurant in Chinatown. Meant to feel like an early 20th century asylum, warm natural lighting would blend with a pristine layout. Guests would dine in rooms alone or with one other party – in a sort of "group therapy," if you will. 

An imagined interior of Archetype, a concept restaurant in Chinatown. Meant to feel like an early 20th century asylum, warm natural lighting would blend with a pristine layout. Guests would dine in rooms alone or with one other party – in a sort of "group therapy," if you will. 

The tongue logo emphasizes the importance of gustation in the Archetype experience. The four "taste" zones of the tongue are defined boundaries. It's wavering, hand-drawn lines speak to the deeply personal dining experience of each individual guest.    

The tongue logo emphasizes the importance of gustation in the Archetype experience. The four "taste" zones of the tongue are defined boundaries. It's wavering, hand-drawn lines speak to the deeply personal dining experience of each individual guest.    

Letter Gothic is a warm and round typeface used on internal materials, such as take-out packagaing and uniforms. Baskerville Old Face is the primary typeface for the external brand, due to its clinical and classic personality. 

Letter Gothic is a warm and round typeface used on internal materials, such as take-out packagaing and uniforms. Baskerville Old Face is the primary typeface for the external brand, due to its clinical and classic personality. 

An example of an Archetype "advertisement" in situ. The copy is taken from transcripts of patients undergoing a Rorschach test and their reactions to various blots. This copy, along with the logo in the upper right hand corner would indicate to some that this was not truly a "testing center" as the information along the bottom left would lead you to believe.

An example of an Archetype "advertisement" in situ. The copy is taken from transcripts of patients undergoing a Rorschach test and their reactions to various blots. This copy, along with the logo in the upper right hand corner would indicate to some that this was not truly a "testing center" as the information along the bottom left would lead you to believe.

A series of these bill-posters would be placed in neighborhoods around New York City and would serve as the only marketing materials. 

A series of these bill-posters would be placed in neighborhoods around New York City and would serve as the only marketing materials. 

The business cards use the outward-facing brand identity, drawing inspiration from early 20th-century clinical journals.

The business cards use the outward-facing brand identity, drawing inspiration from early 20th-century clinical journals.

Once inside the restaurant, guests are presented with the menu on industrial institutional clipboard. The design of the menu, or "gustation assessment," was inspired by early 20th-century clinical journals.

Once inside the restaurant, guests are presented with the menu on industrial institutional clipboard. The design of the menu, or "gustation assessment," was inspired by early 20th-century clinical journals.

Within each menu is a different Rorschach slide. In brief, the waiter would ask each guest, "What do you see?" Each guest would then receive a meal based on their specific response.

Within each menu is a different Rorschach slide. In brief, the waiter would ask each guest, "What do you see?" Each guest would then receive a meal based on their specific response.

The tongue logo would be stamped on all stationery and packaging.

The tongue logo would be stamped on all stationery and packaging.