Intro
The design of the YUG restaurant draws inspiration from the rich cultural heritage of the southern regions, incorporating elements of Italian Renaissance porcelain marks, Romanesque architecture. Our design philosophy was inspired by the timeless beauty and sophistication of Renaissance and Baroque art, which we applied to create a unique visual identity that reflects the cultural heritage and diverse flavors of the Mediterranean and Black Sea regions. Through a harmonious blend of classic and contemporary elements, we aimed to create an aesthetically pleasing and memorable experience for YUG, embodying the restaurant's essence and values
Naturally, a manuscript
The name "Yug" draws on the rich cultural heritage of the southern regions, reflecting its warm and inviting atmosphere and diverse range of flavors and influences. The word comes from the Proto-Slavic "*jugъ", believed to have originated from the Proto-Indo-European root for "shine". Its exact time of emergence and widespread use is uncertain, but it is thought to be related to the Greek name for the constellation Libra. This name offers a unique and memorable identity that sets the restaurant apart, further reinforced by a sophisticated logo system and a color palette that evoke the mellow, deep hues of the region.
The Logo
The logo system is built around two core elements: the monogram and the logotype. The monogram features the letters Y and G, welded together into a strong symbol that represents a glass of wine on a hilly southern landscape, reminiscent of the picturesque Tuscan countryside.
Monogram
Logotype
Color
The color palette was carefully selected to evoke the warmth and diversity of the southern landscapes. Olive, Maroon Wine, Breekwood, Mild Yellow, and Coil Black all reflect the natural beauty of the region, from the golden wheat fields to the lush olive groves. These colors are rich and mellow, yet deep and complex, much like the flavors of the restaurant's signature dishes.
Key Visuals
During our search for the perfect visual keys for YUG, we discovered a hidden gem - "Chaffers Marks and Monograms on Pottery and Porcelain," a book by William Chaffers and edited by Frederick Lichfield, published in London in 1912. The book's collection of porcelain marks and graphics provided a rich visual vocabulary that we adapted and incorporated into our branding process. The exquisite illustrations and designs of Italian porcelain marks from the 15th to 18th centuries inspired us to create a series of exlibrise that capture the sophistication and elegance of the Italian Renaissance, while embodying the essence of YUG.
Chaffers Marks and Monograms on Pottery and Porcelain, 1912
Theses, including the Latin phrase "In vino veritas," the slogan "Saporem Regio Aestiva," and the central graphic of "I South," serve as visual keys that we have applied consistently throughout our branding. They create a cohesive visual language that unifies all aspects of the restaurant, from employee uniforms to packaging and merchandise. Drawing from our palette of Olive, Maroon Wine, Breekwood, Mild Yellow, and Coil Black, we have created a range of colors that enhance the sense of unity across all touchpoints of the YUG brand.
Counter Forms
Our brand design also draws inspiration from Romanesque architecture, specifically the elegant arcs and curves commonly found in this style. The use of arcs is evident in our die-cut cardboard pasta boxes, which feature an arc-shaped opening to showcase the product inside. Additionally, our Identity Guidelines chapter titles are illustrated with arc-window shapes, creating a cohesive visual language across all branding materials
Additional illustrations include cultural country marks from Ukraine, Georgia, Moldova, Italy, Spain, France, Israel, and Greece. The restaurant's sea view exterior and Yug's fireplace are also showcased in a sophisticated line structural composition.
Typography
Monterchi is a custom font inspired by a 1459 fresco of a pregnant Madonna by Piero della Francesca. Art Director Riccardo Falcinelli tasked the Zetafonts team to create a new branding for this Italian Renaissance masterpiece in 2019. Designed by Cosimo Lorenzo Pancini, Andrea Tartarelli, and Maria Chiara Fantini, the 50-weights typeface system pays homage to the classical beauty of Roman letterforms
Packaging
The packaging design is constructed with different elements that are absolutely stackable by form and colors. It features a post stamp with a restaurant genre painting and stickers with exlibrise or the logo.
Outro
In conclusion, our design process was inspired by a deep appreciation for the history and aesthetics of the Mediterranean and Black Sea regions. Our commitment to creating a unique and compelling visual identity for YUG resulted in an elegant and memorable experience that reflects the essence of the restaurant.
Thank you!
