As always, we started with research, we needed to create an identity that was authentic ‘American Diner’ without becoming a cliche. We focused on our American history, particularly Route 66, American pop-culture, classic American car culture, 1950’s and 60’s advertising, and Americana.
Once we took that step back into 50/60’s America, we found that post-war, it was a time of hope, celebration, freedom, and excitement. There was a bold new future ahead, and this was reflected in the design in this period. In response to the deprivation of war, the design took a flight to fancy and was reflective of this new future.
The nostalgia of the era speaks of simpler times, calls on the freedom of youth, fun, and change in a culture that embraced colour, music, and energy.
Our task was to ‘set the scene’, create the experience here in Christchurch. We referenced the bold graphic influences of the time, explored the vivid treatment of colour, font treatment, illustration, and photography.
Our creative team needed to find the balance between authenticity and aesthetics without compromising either, while giving the brand a contemporary feel that would resonate with a 21st century audience.