How do you create visual identity for a 20-location premium-casual restaurant chain that reflects celebrity chef Raymond Blanc's diverse culinary influences while maintaining brand consistency across seasonal menu changes?
The challenge was capturing the energy and personality that differentiates Brasserie Blanc from both fine dining establishments and casual chains. Working as part of the design team, I contributed to developing a dynamic visual system that could evolve with Raymond Blanc's seasonal menus and diverse culinary influences from Britain, France, and his extensive travels. The approach needed to embody the chef's personality while working across multiple locations and seasonal variations.
Raymond Blanc positioned Brasserie Blanc as the energetic counterpoint to his refined Manoir aux Quat'Saisons - "If the Manoir is a delicate waltz then the Brasseries are the Can Can." The visual identity needed to capture this playful, vibrant energy while maintaining the sophisticated standards expected from a celebrity chef brand.
The biggest opportunity was creating a visual system that felt personal and dynamic rather than corporate and static. By incorporating illustrations that could flow and evolve seasonally, I could mirror the chef's creative process and make each dining experience feel fresh and personally crafted.
Working within the Creative Director, I contributed to seasonal illustrations and evolving color palettes that flow with the rhythm of menu changes and the diversity of Raymond's dishes. The visual approach celebrates the chef's multicultural influences while maintaining playful sophistication. As an extra touch that reinforces the chef's involvement, the designs incorporated subtle illustrations of Raymond himself, creating an authentic connection between the chef and diner experience.
The impact
The dynamic visual system successfully captured Brasserie Blanc's energetic personality while maintaining consistency across all 20 locations. The seasonal evolution kept the brand feeling fresh and personally connected to Raymond Blanc's creative process, differentiating it from both static corporate chains and overly formal fine dining establishments.
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