Branding

Le 28.

Rethink the branding of the restaurant.

Goal.

Le 28 is a French Restaurant from Lille. We have already worked together in 2010 to create their multi-award-winning website. This year, the restaurant has changed a lot, from the food to the decor. The main goal was to create an identity that highlights the homemade food and natural, authentic feel of the venue.

Answer.

We started from a simple idea : to create an identity as authentic & simple as their food. We provided a full branding based on a thin logo, a natural & smooth color palette, some patterns based on wood & herbal textures, and a set of photographies that highlights the quality of the homemade ingredients.

What we did.

Visual Identity
Website
Consulting
Photography
Art Direction

A brand new identity.

The identity is all about 3 things : a simple & thin logotype that looks like a stamp, a natural and smooth colour scheme, and patterns based on wood & herbs textures to improve the “Homemade” kind of food. The “Meet Friends, Eat fresh” baseline shows that at the 28, you can come for a drink or for a fresh, homemade lunch.

Food, undercover.

To improve the “home made” feel of the food, we wanted to show the dishes raw, before cooking. Each photograph is used on the social media of the restaurant.

A new website that fits the new branding.

It is essential for a website restaurant to offer a quick access to the contents. That’s why we created a website built on a “one-page” basis, really focused on the video to increase the atmosphere which is created with the graphic identity.

A dynamic header.

Whenever you visit the website, the masthead main title is always adapted to that moment of the day.

Up to date menu.

Everyday the 28 team publish on facebook the dish of the day. The website detects the post and shows it on the website, restyled, so it’s always kept up to date.

Events agenda.

Le 28 is not just a restaurant, it’s also a perfect venue for parties and concerts. The website contains an up to date agenda with all upcoming events.

Optimized for mobile.

When you are on the way to the restaurant, clicking and searching for the menu is always a bad experience. To avoid this issue the menus have been adapted for display on all mobile media.