CURED AT PEARL BREWERY BRAND IDENTITY
Client: CURED
Project: Branding
Agency: Föda Studio
The Project Review: Cured at Pearl Brewery was a restaurant project led by Chef Steve McHugh in San Antonio, Texas. The restaurant was situated in a historic building within the Pearl Brewery campus and incorporated both the rich history of the location and Chef McHugh's personal narrative as a cancer survivor. With expertise in charcuterie, salumi, and preserves, Chef McHugh's culinary offerings were intertwined with his commitment to the community through cooking and charitable work. The brand identity for Cured at Pearl Brewery reflected the multi-layered and historical aspects of the project, showcasing a name and design that aligned with the chef's journey and the venue's significance.
Articles:
Esquire
USA Today Travel
BP&O
San Antonio Magazine "Best New Restaurants"
Wall Street Journal
Eater National "2014 Chef to Watch"
Bon Appétit "America's Best New Restaurants 2014"
Featured on SCAD Portfolios site
Logo Design
Brand photography of Chef Steven McHugh and his wife.
Hand Painted Door Signage by Joe Swec
Corporate Identity System
Exterior Signage
Restaurant Interior
The secondary ‘Trussed’ Typeface was was designed by emulating the string trussing
of charcuterie and salumi as it cures. Expanded into three complete weights by Kevin Taylor,
the face is used as both pattern, way finding and branding in the system.
Acid Etched Water Bottles
Food photography
Restaurant Interior
The butcher paper features the Trussed Typeface as an alternating pattern,
meticulously tweaked to arrive at a 22° angle with a clean repeat.
Custom typography on bathroom doors.
Restaurant Interior
Employee uniforms
Restaurant Interior
Food Photography
The traditional xXx was re-appopriated and redrawn as an hour glass, hinting at the critical ingredient of curing, time.
Custom Designed Pensd
Check Presenters
Brand photography
Creative Team:
Creative Director: Jett Butler
Art Director/Lead Designer: Kevin Taylor
Design Team: Dale Wallain, Sheerin Vatankhah
Architect: Jonathan Card, AIA for Urbanist
Photographer: Nick Simonite