New in this week... A logo for Ginseng
Ginseng is a gorgeous oriental restaurant in Sevenoaks. Tucked away in the very pretty Well Court, they're an incredibly popular local restaurant and serve utterly delicious food. Owners George and Louise came to see me last week to talk about their brand new project, and wanted me to help them create a brand and marketing collateral for their new Dim Sum menu. For the uninitiated, Dim Sum is a bit like Chinese tapas - little tasters of traditional Chinese cuisine. George and Louise had spotted a gap in the market; nowhere locally produces good Dim Sum, despite it being a very popular way of eating. With this in mind, it made sense for them to expand their range of dishes to include Dim Sum, but they wanted to keep it separate from their main a la carte menu. We decided that by branding the Dim Sum menu separately, it would allow the restaurant to retain its traditional identity, so we set about deciding on how the branding should look and feel. Literally translated, Dim Sum means 'touch the heart'. We'd spoken about how the branding should look contemporary and fashionable, and incorporating hearts into logos is a very current trend, so this set us off to a strong start! As this was going to be a logo, we felt it wasn't necessary to conform to tradition insofar as keeping the two words 'Dim Sum' separate - and actually, having the two words touching could reinforce the 'touch your heart' translation. We then looked at how the logo would be used. It would frequently appear alongside the existing Ginseng branding, so whatever we came up with had to be styled with that in mind - although the logo could also be used alone, so needed to be strong enough to appear by itself. Have a look at our initial concepts:
Initially, the final two were my favourites. I love how the 5th logo echoes the ginseng logo, and I really like how Dan has developed that in the 6th logo to include the dim sum baskets. While the 3rd and 4th logos were very different from the ideas we'd discussed, I think it's always good to throw a curveball in there ;-) The first couple have proved to be the winners (I love how the first one features a little tea cup!) - so much so that none of us can decide between them. What do you think? Which would you pick?