A major part of the multi-million pound redevelopment of Greenhead Park was the addition of a new café/restaurant to the existing Victorian conservatory. I was asked to pitch for both the naming and branding of the new restaurant.

Starting Point: The council supplied me with plans for the renovation of the conservatory and the construction of the new café/restaurant. I felt incorporating an aspect of the park's heritage was an important aspect of the branding process, so the plans of the old building seemed a good place to start

Logo Concept: Taking my inspiration from the the wrought-ironwork of the conservatory I devised a logo and branding system based on a triangular grid.

Colour: Colour was a vital part of the design, as the café had to attract the attention of both park visitors and passing motorists. I chose to go with an orange and pink scheme to contrast the greenery of the park, attract motorists attention and convey a sense of luxury.

Typography: I used Nobel throughout the branding, partly due to its heritage (the font was designed in the same era as the original Victorian conservatory) and partly as the sans-serif communicates a feeling of modern elegance.

Supporting Graphics: Due to the café's position as a 'gateway' between Huddersfield's urban centre and the oasis of the park, I decided to approach supporting graphics based on the idea of combining the two. Following the triangular grid pattern, I photographed urban aspects of the town as well as the natural features of the park and brought them together in to one prism-like pattern.

Printed Materials: In addition to the menu and wine list, I also proposed stationery, business cards, takeaway bags and hang-tags for in-store merchandising.