August 16, 2010 | 5 Comments
Designed by Pearlfisher | Country: United Kingdom
“Pearlfisher has designed the artwork for food packaging and restaurant menus for new sustainable restaurant chain Otarian – already open in New York and opening in London on 18 August.
Otarian, a new boutique fast-casual restaurant chain, is set to change the face of the London and New York food scenes when it opens this spring, becoming the first global chain to comprehensively carbon footprint every item on its vegetarian menu to internationally recognised standards. The new concept places sustainability at its heart, fusing a passion for the environment with a passion for great food to create a mouth watering dining experience that is also good for the planet.
With the identity already created, Pearlfisher was tasked with creating a secondary visual language to clearly communicate both the irresistibly tasty vegetarian product and the environmental footprint message without distracting from the food.
Pearlfisher Creative Director Natalie Chung said, “Because we were responsible for conveying two messages, we have deliberately kept the design simple, clean and modern. Bold but recognisably ‘foodie’ colours clearly show the choices available. It’s aspirational but accessible.”
Otarian founder Radhika Oswal is a lifelong vegetarian and committed environmentalist, she said: “Otarian is built on the principles of sustainability and vegetarianism and all aspects of the restaurant menu and operations have been developed with these principles in mind. This makes Otarian different from anything else that exists today and, therefore, we needed a really distinctive visual design.
We are delighted with the strong design that Pearlfisher has created for us – it heroes our delicious food while also ensuring that the key environmental messages are communicated clearly.”
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