The Underground

BRANDING, EDITORIAL

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A menu re-design for the Underground Campus Kitchen's Fall 2017 menu.

Role

Design, Layout, Editing

Tools

Illustrator, Photoshop, Indesign, Lightroom

Duration

2017 – 2018

Team Members

YUSC Design Team

Challenge

How can we develop the brand to become more sophisticated, inclusive and diverse?

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The Space

Located in the heart of York University’s Student Centre, the Underground is your friendly campus neighbourhood restaurant that features a sensational fresh market fusion menu and a delightful dessert and beverage selection.

The new sophisticated yet, modern open concept enhances the total dining experience at the Underground, and the warm contemporary décor provides a pleasant and relaxed ambience. The Underground has evolved into much more than the excellent Restaurant, Bar, and Lounge it is known for.

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Concept

The new Underground brand utilizes the existing brand guidelines created by Jackson & Wynne, and moves towards a fresh approach of a more homey, peaceful and elegant atmosphere as opposed to the extremely youthful and busy design of the previous years.

Type

In doing so, we incorporated a new, fluid brush stroke font to compliment the existing bold, rugged and contained font and create a classier essence.

Colour

The layout follows a neutral colour palette based with a bold red to accent. Photographs are taken from aerial view and laid along chalkboard and cardboard backdrops.

Icons

Illustrative icons are used to maintain a fun and friendly vibe and contrasts the staged food photography. Lines are drawn throughout layouts to guide users through the page and to stay in touch with the previous brand designs.

The Menu
Brand Application
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Games Lounge

In the fall of 2017, the Underground introduced a new lounge called the Games Lounge that we got to brand from the ground up. While maintaining a similar style to the main menu, the Games Lounge menu is simple and condensed to make it easier to read and order while busy hanging out with friends and partaking in activities. The simple layout, bold colours and type setting make the 4" x 11" menu extremely functional for busy users.

In the fall of 2017, the Underground introduced a new lounge called the Games Lounge that we got to brand from the ground up. While maintaining a similar style to the main menu, the Games Lounge menu is simple and condensed to make it easier to read and order while busy hanging out with friends and partaking in activities. The simple layout, bold colours and type setting make the 4" x 11" menu extremely functional for busy users.

Reflection

Over the past year working for the York University Student Centre, I learned a lot about branding and marketing, pitching, and working in a team environment that extends past the design team to the production managers, executive chefs, photographers and many others on a daily basis.

I have also gained valuable experience in maintaining brand integrity and applying it towards different events and mediums such as TV ads, banners and swag. The overall re-vamp of the UG restaurant has proven to be successful in creating a sophisticated, yet relaxed atmosphere for the community.