In the design of an identity system, we were asked to perform the process of brainstorming, mindmapping, and sketching. Once arrived at a concept, we would explore various options for symbol, wordmark, or both. The identity would appear throughout various applications of the restaurant.

Sweet Butter is a restaurant, coffee shop, and bakery rolled into one. The concept I arrived at for Sweet Butter’s identity are savor, welcome and French. The symbol incorporates the initials S and B into a continuous swirling line meant to evoke delicately-crafted icing. The design is mirrored in order to depict the wrought iron French-style gates at the entrance of Sweet Butter, and also to reflect the French influence of the restaurant’s cuisine.

The typeface for Sweet Butter’s wordmark is Filosofia Unicase. The combination of upper and lowercase serif letterforms in this typeface merges a formal French identity with a warmer, welcoming feeling to the wordmark. The colors of the identity are a French blue / pastel purple hue. This color is derived from French royalty, the decadent lifestyle of Marie Antoinette and the pre-Revolution era of France. The once-exclusive pastries and treats eaten by these royals are now shared with anyone who visits Sweet Butter’s bakery.

The symbol appears on its own as well as in pattern form throughout applications of the identity. The business card of Sweet Butter measures 55 x 85 millimeters, the European standard business card size. Both the menu and the table sign utilize French-folded pages with hand-sewn binding. The insides of the French folds contain the symbol pattern.