Mimis Tavern: Traditional Greek cuisine made modern

oldsign.jpg

The previous visual identity at Mimis Tavern, a sign facing the main road from city to beach.

The sketch process of logotype and cutlery icon.

Before: Mimis Tavern had 2 menus with very different visual language. After: a cohesive and clean menu was delivered. Since typefamily Serenity caught my eye, I needed to find an additional font that had Greek characters and that worked visually well with Serenity. The menu is set in thin and medium weights of Proxima Nova. Also, close up of menu illustration, take-away box, business cards and social media asset.

From one of those magic summer evenings where food, music and friendship was celebrated, me and my company found a pearl by the Cretan sea shore – Mimis Tavern.

The brief

The tavern had recently refurbished its entire space and needed a new visual style to take its traditional Greek cuisine into 2018. My client, Aris, the Executive Chef at Mimis Tavern, had a vision of aligning the branding with the interior style and thus our journey began towards redefining a rustic and worn out graphic identity into a sophisticated, crips and modern brand – of course, with a traditional touch.

The process

Because Mimis Tavern is situated on the principal road to and from the beach, in summer time, many potential customers pass by on a daily basis. There needed to be an instant recognition of a food service, so cutleries had to be used in the new logotype.

I also needed to think about eating habits, for instance, I had an early idea of having crossed cutleries because I liked the dynamic of two lines interacting, but my client was adamant that we thought of this as a symbol of the dining experience already being over, and that symbolism would not be inviting on a psychological level.

For the logotype, the client envisioned a style that would potentially look beautiful as a neon sign, but not limited to this execution. For me, this meant working with thin lines and finding a way for the characters to close in on each other. I liked the crispness of thin font weights of the Serenity typeface and worked with redrawing the letters into an ethereal and well-balanced image that would pike customer’s interested. If all other taverns along the sea shore had a traditional Greek visual identity (letters inspired by ancient Greek typography etc), then Mimis Tavern needed to stand out as a more modern and chic option.

The main colour palette was directly inspired by the choice of having a monochrome interior palette: grey and silver. In the menu, I brought in pale colours to match the food and the ocean.

The deliverables

This work did not include a thorough brand manual as I usually tend to deliver to clients who order a re-branding. However, some specifications were outlined in a style document.

  • Logotype and icon

  • Flat illustrations for menu

  • Menu layout

  • Colour palette

  • Two business card designs

  • Sliced content for social media

  • Graphic pattern (scaled up cutleries)

  • Brief instructions on typographi, logo clearspace etc.

  • Concept for take-away box

See more images in the Mimis Tavern section of my portfolio. Thank you for reading!

/Niki