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The anti-branding of a fake French restaurant

posted by Jason Kottke   Dec 05, 2008

Eat me daily rounds up a recent AIGA event about food. The most interesting tidbit came from Matteo Bologna’s speech. Bologna designs restaurants, most notably for Keith McNally (Pastis, Balthazar, Morandi, Schillers, etc.).

Really fascinating was what he and McNally did for Pastis — it doesn’t actually have a visual brand. McNally wanted the restaurant to look like it had been in the neighborhood for years, so Bologna constructed this narrative of a family that had maintained the restaurant for a century, and each generation some element gets updated or redesigned, but without going for consistency or even style. The result is completely different-looking signage, awnings, menus, wine lists, checks… everything uses a different palette, type set, but its essential Frenchiness ties everything together. It’s an anti-brand.

The name of the restaurant is thus a play on pastiche in addition to being named after the French aperitif. (via eater)

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