Graphic Impressions creates identity for Eastside Inn

Graphic Impressions has created the identity for a new restaurant in London EC1, The Eastside Inn. The restaurant is owned by Bjorn van der Horst, the former chef-patron of Gordon Ramsay’s Michelin-starred restaurant La Noisette.

The graphic and branding consultancy was appointed in October 2008 following a two-way creative pitch.

The consultancy is also based in EC1, and its director Steve Croad believes its proximity to the restaurant may have contributed to it winning the business. ‘We certainly have an understanding of the area. I used to go to the restaurant [then trading as Vic Naylor’s].’

With a soft launch on 11 May, the proposition will have a main restaurant and a conference hall with a restaurant and a bistro.

Graphic Impressions was briefed to consider the multi-offering and the history of the building, which has long been used as a restaurant, and to create an identity that reflected van der Horst’s reputation and also appealed to local people.

‘It’s the kind of place you wouldn’t feel uncomfortable in if you dropped a fork,’ says Croad.

He worked to the brief using six artists’ impressions, as the restaurant was still being built during the design process.

The burgundy colouring in the logo takes its cue from colours used in the restaurant. An existing font, Wendy, has been adapted to create the lettering.

‘It’s quite friendly, with an old-fashioned feel to it, reflecting the fact it’s in a listed building,’ says Croad.

The identity will be rolled out across stationery, menus and a restaurant brochure. Croad expects his consultancy will have an ongoing involvement with the Eastside Inn.