Justine's is an Austin-based French restaurant and bar that prides itself in providing a distinct and thrilling experience to all guests who walk through their doors.
Overview
Justine's provides a unique take on the nightlife scene in Austin. Their goal isn't to please everyone. They're risque, out-of-the-box, thrilling. Their current brand revolves around these pillars. However, a brand refresh could be used to translate these beliefs visually.
Logo
An abrupt combination of roman and italics is used within the logotype to reflect the idea of unease. Justine's goal isn't to please everyone and that is reflected in the treatment of the logo.
Typography
Inspired by French book designer Robert Massin, Univers and Masquelero were paired together in erratic, almost chaotic ways using weights of each typeface throughout the brand. Univers was designed with the intention of creating a typeface that would symbolize unification—a harmony. The idea of creating something that could bring people together is also represented in Justine's mission of being a place that welcomes all types of people.
Image Treatment
Vintage, and obscure black and white imagery is used throughout the brand to reference the timelessness of its French roots. Projections of typography dancing through a dish could also be used for engaging instagram posts to promote certain dishes or specials.
Landing Page
Justine's currently website is notorious for the racy film that plays in the background. Although it has caused some controversy, it's an important part of the brand's identity and could not be erased. To improve overall readability, it was placed in the center of the site. An oversized display of their motto would follow. Next, users would be able to read more about Justine's and what they believe in. Lastly, with the hope of sparking interest, users would find the restaurant's address and contact information.
Reflection
As I continue to work on this project, I hope to step outside of my comfort zone a little more and experiment with the typography further to really grasp the essence of Massin's work. Overall it was a really fun project to work on. I would love to continue to expand and push my concepts to different levels.
