Senior Brand
& Product-Oriented
Digital Designer

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Hospitality Identity & Print

Macelleria

Identity, menus and packaging for a steak house, built on a bull drawn in one continuous line.

Client
Macelleria Steak House
Role
Identity & Print Designer
Scope
Logotype, Menus, Packaging, Signage Artwork, WordPress Website
Sector
Hospitality / Steak House
The Macelleria napkin folded on a dark wooden table, with the mark in gold

Overview

I drew the logotype and designed everything the restaurant printed: five menus, the placemats, the napkins, the bags and boxes for takeaway, the bill folder, the apron, and the artwork for the signs on the facade and inside.

The bull had to hold on a sign more than a metre wide and on a paper bag a few centimetres across, so it carries no detail that could fall apart.

I built their WordPress site as well.

Skills: Logotype Design · Brand Identity · Menu Design · Packaging Design · Print Production · Signage Artwork · WordPress

One line

Two horns, two eyes and a snout, drawn without lifting the pen. The palette stops at two: gold, Pantone Gold 10348 C, and black.

The Macelleria logotype in gold foil on white paper, under the shadow of leaves
01 / The markIn gold foil on white: the bull, the name in lower case, steak house underneath.
A black hanging sign on a stone facade with the Macelleria logo in gold and white
02 / On blackThe version for black, here on a sign: gold mark, white name.

Five menus

Dine-in in Greek and English, bar food, cocktails, desserts and a wine list. Every cover is black or dark grey, with the bull enlarged until only part of it fits.

Inside, a gold band runs down the outer edge and the food stays black on white. A steak house is a dark room, so the page has to be the brightest thing on the table.

The Macelleria wine list on a clipboard and the dine-in menu lying beside it on a dark stone table with tomatoes and rosemary
CoversThe wine list on the clipboard and the dine-in menu beside it, the bull enlarged on both.
Dine-in menu: the black cover with the enlarged bull, and a page of spreads and meze
01 / Dine-in180 × 300 mm, sixteen pages, with the prices in gold at the end of the line.
Two pages of the English menu, appetizers and skewers
02 / In EnglishThe same sixteen pages, translated, on the same grid.
The bar menu, Greek on one side and English on the other
03 / Bar food & sticksA5, Greek on one side and English on the other.
Cocktail list with signature cocktails described in Greek and English
04 / Cocktails250 × 350 mm. Every cocktail in Greek, then in English.
Dessert menu in Greek and English, five desserts with prices in gold
05 / DessertsA5. Five desserts and nothing else.
Wine list: the dark grey cover and the first page, wines by the glass
06 / Wine list180 × 300 mm, twelve pages, opening with what is poured by the glass.

In the room and out the door

Takeaway had to arrive looking like the restaurant, and the room had to match it: bags in three sizes, small bags in two, four boxes, the folder the bill came in, the placemats, and the staff apron.

A white Macelleria shopping bag with ribbon handles, on a dark ribbed ground
01 / Bag260 × 290 mm, one of three sizes.
The small Macelleria bag, white with a black band, the gold bull and the address, on a metal counter
02 / Small bag145 × 260 mm, with a black band down the front.
A black Macelleria takeaway box with a handle, carried past a bar
03 / BoxTakeaway box: the logo on the front, the bull running over the fold.
Black Macelleria bill folders with the gold logo and a handwritten thank you
04 / Bill folderBlack, with thank you written under the mark.
The black Macelleria placemat with the gold bull, cutlery and a glass of red wine on a dark linen table
05 / Placemat450 × 400 mm. The bull at the size of a table setting.
A black Macelleria apron with the gold bull, worn behind a dark bar
06 / ApronThe staff apron, with the mark in gold.
The design decision

One line, every size. The same drawing goes on a sign more than a metre wide and on a paper bag a few centimetres across, because there is no detail in it to lose.

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