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Rolo's Restaurant Branding

Practical People designed the visual identity, custom logotype, menus, packaging, illustrations, website and collateral for Rolo's, a Ridgewood, NY neighborhood restaurant focused on cooking over a wood fire, from Gramercy Tavern alumni and friends (Rafiq Salim, Howard Kalachnikoff, Ben Howell & Kelly Mencin).

The collaborative design process spanned several years during the full renovation of the 1930's corner storefront space. The overall design direction derived from the team's desire to create a neighborhood destination that existed harmoniously within the urban context.

The logotype was inspired by 20th century hand-drawn European logotypes evoking thick-to-thin pen strokes (as seen in Genoa, Italy). For accompanying typography, we selected U8 by Fatype, inspired by the Berlin subway signage, to create a subtle connection to the Germany heritage of the neighborhood.

Hand-drawn illustrations were added to the identity - the natural wine-forward beverage menus, tote bags, the dinner menu, and more, to contrast with the more retro logotype.

Architect: Rauch Architecture
853 Onderdonk Ave, Queens, NY 11385

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