ARCHETYPE / concept restaurant branding.
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.
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.