BRAND IDENTITY | LOGO DESIGN | LETTERING | ILLUSTRATIONS | STATIONERY
THE CLIENT
Oligarch is an exclusive fine dining experience soon to open its doors in New York, USA.
The rich, dark brown and orange color palette defines the restaurant's theme, creating a striking contrast that embodies both elegance and warmth. While the atmosphere leans towards the sober side, Oligarch provides an ambiance that is both timeless and contemporary, far from boring or out of fashion. Every detail is designed to offer an unforgettable, lavish dining experience.
DESIGN APPROACH
Discussing the brief, challenges, solutions and design process
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THE PROBLEM
When designing the brand identity for Oligarch restaurant, several key challenges needed to be addressed in order to create a logo and visual experience that truly reflect its luxurious yet contemporary nature. The design had to strike the delicate balance of conveying the restaurant’s high-class atmosphere while appealing to the tastes of a younger, sophisticated generation.
THE SOLUTION
In perfect harmony with its opulent interior and refined ambiance, the logo features an elegant serif font, exuding a sense of timeless luxury. To add a touch of distinction, the letters are carefully sculpted with subtle cuts, lending a playful yet sophisticated edge that invites a sense of openness and approachability.
The monogram centers on the first letter, "O," a shape that not only mirrors the name but also evokes the essence of the word "oligarch" — a symbol of wealth and indulgence. The rounded form subtly alludes to a prosperous figure, suggesting a sense of fullness and grandeur, akin to a well-fed, regal presence. Crowning the monogram is a classic symbol of nobility, the crown, positioned at the top to signify the elevated status of both the restaurant and its distinguished clientele.
THE STORY, LETTER BY LETTER
BALANCING LUXURY WITH APPROACHABILITY
One of the primary challenges was ensuring that the design exuded luxury without feeling intimidating or exclusive in a negative sense. Oligarch sought to also attract a younger clientele who appreciate high-end experiences but do not want to feel disconnected from the space. To solve this, the use of a serif font added elegance and refinement, while the playful cuts in the letters helped soften the overall look, making the brand feel more inviting and dynamic.
BCOMUNICATING OPULENCE WITHOUT EXCESS
The design had to showcase a sense of opulence without overwhelming the viewer with excessive decoration. It was essential that the design didn’t become too ornate, as this could undermine the desired contemporary vibe.
The design had to showcase a sense of opulence without overwhelming the viewer with excessive decoration. It was essential that the design didn’t become too ornate, as this could undermine the desired contemporary vibe.
BMERGING TRADITION WITH MODERNITY
Oligarch's identity needed to embody both timeless sophistication and modern appeal. The use of the crown symbol in the logo represents wealth and high society, yet positioning it subtly within the design ensured that the logo did not feel old-fashioned or out of touch with the restaurant's younger audience. The juxtaposition of traditional symbols, such as the crown, with a fresh, modern monogram allowed the brand to feel both classic and forward-thinking.
Oligarch's identity needed to embody both timeless sophistication and modern appeal. The use of the crown symbol in the logo represents wealth and high society, yet positioning it subtly within the design ensured that the logo did not feel old-fashioned or out of touch with the restaurant's younger audience. The juxtaposition of traditional symbols, such as the crown, with a fresh, modern monogram allowed the brand to feel both classic and forward-thinking.
BCREATING A CONNECTION WITH THE BRAND
Another design challenge was ensuring that the logo and monogram captured the essence of the word "Oligarch"—a figure who embodies wealth and indulgence—without being too literal or caricatured. The letter "O" was crafted to subtly resemble a belly, a playful nod to the idea of abundance and luxury. This connection to the name, while still maintaining a refined appearance, was crucial in making the brand identity feel personal, meaningful, and cohesive.
Another design challenge was ensuring that the logo and monogram captured the essence of the word "Oligarch"—a figure who embodies wealth and indulgence—without being too literal or caricatured. The letter "O" was crafted to subtly resemble a belly, a playful nod to the idea of abundance and luxury. This connection to the name, while still maintaining a refined appearance, was crucial in making the brand identity feel personal, meaningful, and cohesive.
CONVEYING EXCLUSIVITY WITHOUT ALIENATION
Oligarch aimed to be seen as a high-status venue, but the design also needed to ensure that it didn’t alienate potential clients. It was important to create an atmosphere of exclusivity that still felt welcoming to a younger, aspirational crowd. The refined yet approachable font choice, combined with the thoughtful use of cuts and shapes in the logo, struck a balance between elegance and accessibility.
Oligarch aimed to be seen as a high-status venue, but the design also needed to ensure that it didn’t alienate potential clients. It was important to create an atmosphere of exclusivity that still felt welcoming to a younger, aspirational crowd. The refined yet approachable font choice, combined with the thoughtful use of cuts and shapes in the logo, struck a balance between elegance and accessibility.
DETAILS THAT MAKE A DIFFERENCE
The rich color palette, refined fonts, and carefully crafted illustrations come together to define the luxurious and dynamic identity.
COLOR CHOICES
Orange, a color known to stimulate the appetite, radiates energy and optimism, evoking a sense of warmth and positivity. Combined with dark brown, which symbolizes sophistication and high-class luxury, the palette creates a refined yet approachable atmosphere. While dark brown brings a touch of sobriety, it complements the vibrant orange, ensuring the restaurant remains elegant without feeling too reserved.
FONTS
The font chosen is a sans serif, known for its modern, clean lines and readability. This choice lends a more relaxed, contemporary feel, making it appealing to a younger clientele while keeping the overall look fresh and approachable.
ILLUSTRATIONS
Each illustration, meticulously hand-drawn in vibrant yellow tones, brings a modern touch while subtly stimulating the appetite. Placed thoughtfully on the menu, these bespoke designs elegantly separate each food category, enhancing both the visual appeal and ease of navigation for a sophisticated dining experience.
