BRANDING & EDITORIAL DESIGN

BRANDING & EDITORIAL DESIGN

The Underground

The Underground

The Underground

Team

Team

Team

YUSC Graphics Department

YUSC Graphics Department

Role
Role

Visual Design, Typography, Festive Menu Layout,
Image Editing

Visual Design, Typography, Festive Menu Layout, Image Editing

Visual Design, Typography, Festive Menu Layout, Image Editing

Tools Used

Tools Used

Illustrator, Photoshop, InDesign

Illustrator, Photoshop, InDesign

Year
Year

2017 – 2018

2017 – 2018

ABOUT THE UNDERGROUND

The Underground is York University’s campus kitchen that features a fusion menu and a selection of desserts and beverages. In addition to being the go-to place to unwind and provide comfort food, the Underground has also helped fundraise and sponsor student events, and catered affairs. 

The Underground is York University’s campus kitchen that features a fusion menu and a selection of desserts and beverages. In addition to being the go-to place to unwind and provide comfort food, the Underground has also helped fundraise and sponsor student events, and catered affairs. 

UG-Intro-Pic-Alt
THE CONCEPT

Minimal, professional & inviting

The main focus is to apply brand identity to the catering division of the restaurant. We wanted the catering menu design and respective assets to be an extension and reflection of the values of the Underground restaurant. Through the choice of elements, typography, colours and minimality, we strived to convey the professionalism and quality of a company as well as the friendliness of a campus restaurant.

THE BRAND

The Underground went through a re-brand for the 2017-18 academic year with an addition and incorporation of a new tyepface to their original brand. A new interpretation of the visual style of the current brand evoking a more professional yet inviting tone that would easily reach out to the student body. 

UG-Brand-Colours

Colour Palette

The Underground's main three colours are red, beige and dark grey. In the menu design, the red and dark grey utilized the most, while red is mainly used for assets. The featured colour, green, is swatched specially for the festive catering menu design.

UG-Typefaces-alt

Typefaces

The Underground  brand is made complete by four typefaces: a brush script, vintage-grunge, a slab serif, and a sans serif. All these four are strategically used in the catering menu to create a solid information hierarchy. The combination of the scripted and grungy typefaces paired with the slab serif and sans serif creates the professional yet inviting minimal aesthetic of The Underground restaurant.

UG-Logotype

Logo

The iconic U stands for the Underground, used without the box grounds the centre of the catering menus. While the logotype with the incorporation of the scripted font is used specifically for the catering menu re-design.

BRAND APPLICATION

01 The Main Catering Menu

Designed for catered events and clients all year round, the slim catering menu encompasses the variety of fusion dishes, desserts and beverages the restaurant offers.

Catering-Main

02 The Festive Catering Menu

Through the application of the similar layout, information hierarchy as the main catering menu, this featured catering menu design is specially released for the Christmas season. The festive theme is emphasized by iconography and the addition of a featured colour, and tailoring the menu options to the season.

Through the application of the similar layout, information hierarchy as the main catering menu, this featured catering menu design is specially released for the Christmas season. The festive theme is emphasized by iconography and the addition of a featured colour, and tailoring the menu options to the season.

Busiess Card
Catering-Shirt

03 Brand Application for Assets

Brand identity is applied to various assets for the Underground's catering division. From business cards, to round sticker labels to rectangular sticker labels used for bagged lunches. In addition to new logotype incorporating the scripted font, stitched onto the chef shirts.

Catering-Stickers-6
Bagged-Lunch
Bagged-Lunch-Stickers

Other Works

OriginalityVisual Design

FI PartnersCorporate Design

Shark FinningInformation Design

ContainedPackage Design

The UndergroundBranding, editorial

Caryl Baker VisageBranding, Marketing

SubmergdInteraction Design

SeatUI/UX Design

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©Livia Widjaja, 2018

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lwdjdesigns@gmail.com

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