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The Project

The complete brand development and application to a range of media for Dinner 66, an American diner on Victoria Street, Christchurch. This included menu design, food photography, exterior building signage, billboards, flyers, posters, business cards, gift vouchers and loyalty cards, as well as digital assets for social media and their website.

www.diner66.co.nz

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The Process

The primary focus of the creative development was to visually articulate the clients ‘authentic American’ diner vision and to apply this to all brand elements without dipping into a cliche of this time in history.

The nostalgia of the era speaks of simpler times, friendly and welcoming, and calls on the freedom of youth, fun and a change in culture that embraced colour, music and energy.

Our task was to ‘set the scene’ and reference the bold graphic influences of the time exploring a vivid treatment of colour, font treatment, illustration and photography.

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We undertook extensive research into American history – particularly route 66 history, American pop-culture, classic American car culture, 1950’s/60’s advertising and Americana.

Taking a step back into 50’s/60’s America was all about a period when design took a flight to fancy in response to the deprivations of the post war communities. This was a time of hope, celebration, freedom and excitement about a bold new future.

Our creative essence 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.

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