{"id":66825,"date":"2023-06-12T19:21:10","date_gmt":"2023-06-12T17:21:10","guid":{"rendered":"https:\/\/www.grapheine.com\/?post_type=portfolio&#038;p=66825"},"modified":"2023-06-22T12:48:06","modified_gmt":"2023-06-22T10:48:06","slug":"naming-brand-identity-restaurant-echoppe-gustave","status":"publish","type":"portfolio","link":"https:\/\/www.grapheine.com\/en\/portfolio\/naming-brand-identity-restaurant-echoppe-gustave","title":{"rendered":"\u00c9choppe de Gustave &#8211; Identit\u00e9 visuelle"},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row][vc_column][vc_single_image image=\"66320\" img_size=\"2280\u00d71169\" alignment=\"center\" el_class=\"mainportfolio alignfull\"][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=\"1\/3\"][vc_column_text el_class=\"dateportfolio\"]2023[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"2\/3\"][vc_column_text]\n<h1>\u00c9choppe de Gustave<br \/>\n<span style=\"color: #999999;\">Visual identity for a motorway restaurant<\/span><\/h1>\n[\/vc_column_text][vc_column_text]L'<strong>\u00c9choppe de Gustave<\/strong> has taken up residence in an old farmhouse converted into a service area on the 79 motorway near Moulins (France). This imposing building, which has been completely renovated, houses a shop selling regional products, a snack bar and a restaurant serving regional specialities. Among other things, you can try the <a href=\"https:\/\/fr.wikipedia.org\/wiki\/Piquench%C3%A2gne\">Piquench\u00e2gne<\/a>, a typical Bourbonnais pear tart.<\/p>\n<p><strong>Alia\u00e9<\/strong> (APRR Group) commissioned us to help create the name, alongside Sylvain Perillat Architecte, Citti (interior architecture), BrandValue (positioning) and Eres (catering expertise). We then designed the <strong>visual identity<\/strong> and directional signage for the service area.<\/p>\n<p>The overall challenge was to come up with a <strong>non-standardised motorway restaurant<\/strong> offering that was <strong>rooted in its local area<\/strong> (the Bourbonnais region), with a <strong>contemporary local feel<\/strong> and a generous sense of welcome (aimed at the trucking public).<\/p>\n<p>Here is a summary of the work done on this project.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_single_image image=\"66420\" img_size=\"full\" alignment=\"center\"][vc_gallery interval=\"5\" images=\"66306,66308,66422\" img_size=\"full\" onclick=\"\" el_class=\"masque-nav\"][vc_single_image image=\"66316\" img_size=\"full\" alignment=\"center\"][vc_gallery interval=\"5\" images=\"66298,66302,66300,66304\" img_size=\"full\" onclick=\"\" el_class=\"masque-nav\"][vc_column_text]\n<h2>Naming<\/h2>\n<p>The name \"<strong>\u00c9choppe de Gustave<\/strong>\", the result of a collective creation, is particularly relevant to the strategic challenges of the project. The word \"<strong>\u00e9choppe<\/strong>\" evokes a traditional, artisanal image, suggesting a restaurant on a human scale that showcases quality products and an authentic culinary experience. It aims to attract customers looking for a gourmet break in a more convivial and traditional setting than traditional motorway restaurants.<\/p>\n<p>The use of the first name '<strong>Gustave<\/strong>' gives the brand a warm, personal touch. On the one hand, the root 'Gusta' evokes the french world \"gustatory\", while on the other, the first name conjures up images of yesteryear, the land and old stoves. The use of a first name creates an emotional connection with customers by offering a unique culinary experience, associated with a real person.<\/p>\n<p>The whole name evokes a family atmosphere, attentive service and a generous restaurant offering.[\/vc_column_text][vc_single_image image=\"66871\" img_size=\"full\" alignment=\"center\"][vc_row_inner][vc_column_inner el_class=\"proportions\" width=\"2\/3\"][vc_single_image image=\"66334\" img_size=\"full\" alignment=\"center\"][vc_column_text]\n<h2><b>Logotype<\/b><\/h2>\n<p><strong>Gustave<\/strong> could be the embodiment of a certain Gallic spirit. We imagine him to be strong of character, a bon vivant, with a touch of mischief and a contagious bonhomie. The logo had to reflect this energy, simplicity and generosity.<\/p>\n<p>The symbolism of the <strong>moustache<\/strong> was chosen to convey the authenticity and non-conformity of this establishment. It expresses a certain independence and rebellious spirit, evoking the idea of an old-fashioned character, frank and direct. By cleverly slipping into the letter G, like an illustrated initials, it became the central ingredient of the brand. At the same time, the typographic composition will reflect the lively, cheerful atmosphere of the establishment.[\/vc_column_text][\/vc_column_inner][vc_column_inner el_class=\"proportions\" width=\"1\/3\"][vc_single_image image=\"66338\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"66350\" img_size=\"full\" alignment=\"center\"][\/vc_column_inner][\/vc_row_inner][vc_single_image image=\"66868\" img_size=\"full\" alignment=\"center\"][vc_separator][vc_column_text]\n<h2>Affiches<\/h2>\n[\/vc_column_text][vc_single_image image=\"66352\" img_size=\"full\" alignment=\"center\"][vc_column_text]\n<h2>Signal\u00e9tique<\/h2>\n[\/vc_column_text][vc_single_image image=\"66324\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"66360\" img_size=\"full\" alignment=\"center\"][vc_gallery interval=\"5\" images=\"66314,66312,66310\" img_size=\"full\" onclick=\"\" el_class=\"masque-nav\"][vc_column_text]\n<h2>Packaging &amp; goodies<\/h2>\n[\/vc_column_text][vc_single_image image=\"66366\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"66356\" img_size=\"full\" alignment=\"center\"][vc_single_image image=\"66368\" img_size=\"full\" alignment=\"center\"][vc_gallery interval=\"3\" images=\"66349,66345\" img_size=\"full\" onclick=\"\"][vc_gallery interval=\"3\" images=\"66326,66362\" img_size=\"full\" onclick=\"\"][vc_single_image image=\"66354\" img_size=\"full\" alignment=\"center\"][\/vc_column][\/vc_row][vc_row disable_element=\"yes\"][vc_column][vc_separator][vc_column_text]\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row disable_element=\"yes\"][vc_column width=\"1\/4\"][\/vc_column][vc_column width=\"3\/4\"][vc_tta_accordion style=\"flat\" shape=\"square\" color=\"white\" active_section=\"\" no_fill=\"true\" collapsible_all=\"true\"][vc_tta_section title=\"Plus d'informations\" tab_id=\"1525791213292-321ceee4-2378c5d0-d700\"][vc_separator][vc_row_inner][vc_column_inner width=\"1\/2\"][vc_column_text]\n<h4>Description d\u00e9taill\u00e9e pour R\u00e9f\u00e9rencement<\/h4>\n<p>Cette partie \"plus d'information\" peut \u00eatre supprim\u00e9e si l'ensemble de l'article contient plus de 700 mots. Dans le cas contraire, on peut coller ici du \"blabla\" que personne ne lira vraiment... mais que google appr\u00e9ciera.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\"1\/2\"][vc_column_text]\n<h4>Description d\u00e9taill\u00e9e pour r\u00e9f\u00e9rencement<\/h4>\n<p>Lorem ipsum dolores est silla.\u00a0Lorem ipsum dolores est silla.\u00a0Lorem ipsum dolores est silla.\u00a0Lorem ipsum dolores est silla.\u00a0Lorem ipsum dolores est silla.\u00a0Lorem ipsum dolores est silla.\u00a0Lorem ipsum dolores est silla.\u00a0Lorem ipsum dolores est silla.\u00a0Lorem ipsum dolores est silla.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_tta_section][\/vc_tta_accordion][\/vc_column][\/vc_row]<\/div>","protected":false},"excerpt":{"rendered":"<p>L&#8217;Echoppe de Gustave, the visual identity of a motorway restaurant in Moulins. A frank and generous spirit to discover the local cuisine and specialities of the Bourbonnais. <\/p>\n","protected":false},"featured_media":66299,"comment_status":"open","ping_status":"closed","template":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.5 (Yoast SEO v22.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00c9choppe de Gustave - Identit\u00e9 visuelle<\/title>\n<meta name=\"description\" content=\"L&#039;Echoppe de Gustave, the visual identity of a motorway restaurant in Moulins. 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