OBJECTIVES
Filipino restaurant Musang opened in Seattle, US in 2019 and quickly received the accolade of restaurant of the year. Despite the restaurant’s commercial, community and critical success, its branding lacked consistency. Owner / Chef Melissa Miranda reached out to Ulysses Design Co with the objectives; create a brand identity to match the restaurant’s success; design an apparel range to increase brand awareness and diversify revenue, reach a new audience without alienating the existing loyal community.
GRAPHICS, TYPOGRAPHY AND COLOUR
To expand the visual language of the identity we created a graphics kit of hand drawn illustrations to add personality and context. Themes included Filipino ingredients and iconography. We chose a hand drawn style typeface to create letterpress printing inspired compositions for collateral including menus, apparel and signage. The colour palette represents the vibrant nature of the restaurant and their progressive approach to traditional Filipino cuisine.
OUTCOME
The outcome was a more refined, cohesive identity that gave this thriving restaurant the platform to grow and scale. The apparel range has been a huge success with many items selling out with 24 hours of release. We created the style guide below to help the Musang gang keep their branding consistent and give them the tools to take their brand to the next level.
OUTCOME
The outcome was a more refined, cohesive identity that gave this thriving restaurant the platform to grow and scale. The apparel range has been a huge success with many items selling out with 24 hours of release. We created the style guide below to help the Musang gang keep their branding consistent and give them the tools to take their brand to the next level.
Cool Stuff
