Mimosas: Restaurant Branding
Rebranding of a local restaurant in San Luis Obispo known for delicious breakfast and late night karaoke. As an alcoholic breakfast beverage, the new name, Mimosas, incorporates both aspects of this restaurant, serving breakfast and having a full service bar. Starting with a new business plan, the entirety of the business is rethought, including the logo, color palette, letter head, business card, menus, website, and to-go packaging.
Logo Design and Ideation
The Mimosas logo is two colors, and is also created in one color options. White logos are available to be used on a dark, or colored background.
Mug and Champagne Glass
The body of the logo is made using the shape of a mug. Mimosas is well known for its breakfast and coffee selection, and the mug is a symbol of hot morning beverages.
Rooster
The main shape of the logo is a rooster, another symbol for waking up and getting the day started. Many people go to Mimosas to start their day with coffee and food.
Sunrise and Sunset
The color palette and shape of the graphic elements is drawn from the colors of a sunrise and sunset. Mimosas is best known for its breakfast menu and happy hour at the full service bar. The times of sunrise and sunset represent the times most popular for going to Mimosas.
Inside the standards manual
All of the colors, typography, graphic elements, logo usage and instructions, etc. for the brand Mimosas is spelled out in the standards manual. The restaurant was rethought not only by design, but from a business point of view as well, with a detailed business plan written up to help Mimosas succeed.
Color Palette
The primary color palette is bright and lively, incorporating the Mimosa orange contrasted with the blue. The colors also represent the contrast of day and night, tying together the times of day associated with breakfast and happy hour drinking. Balancing out the primary colors are warm tones of coffee and hot drinks.
Typography
Mr. Eaves San OT is friendly and complements the shape of the logo and graphic elements of Mimosas with its rounded letters. Garamond, used for body copy and subheads, is a traditional serif that brings in the tradition of a warm, traditional breakfast.
Graphic Elements
The coffee mug element is drawn directly from the bottom portion of Mimosa’s logo. From there, I created a champagne glass, plates, and silverware. Several shape elements are also included, pulled from the shapes of the cups and tableware. The graphic elements also were created with the idea of sunrise and sunset in mind, the popular times that Mimosas is open.
Patterns
Patterns were made from the mug and champagne glass, the two most representative graphic elements, aside from the logo. This pattern is used in the background of the menu, stickers on the
to-go boxes, and paper liners in food baskets.
