CKTL & Co / Logo and Branding
“A unique symbol for a cocktail. & Co implies a bigger offering and creates a business-feel. Ties into the stock market concept while not aligning with an existing stock market symbol.”
Our brief came from Canada Toronto, for an upcoming downtown restaurant opening, they needed a logo for their very creative and entertaining idea; whether for a night out with friends or an after-work cocktail with co-workers, Insiders Cocktail + Kitchen will be unparalleled in the buzz and memorable atmosphere it creates. Insiders Cocktail + Kitchen is a stylish bar and premier cocktail lounge where the prices for everything from appetizers to cocktails are impacted by the demand of its patrons. Observe the prices rise and fall with the interest of the consumer and enjoy the entertainment of watching the market move. In periodic intervals, the prices will respond to recent orders through the use of unique software called The Drink Exchange.
We were excited to work on this project as we carefully developed a strategy before our design process. We researched the area’s most popular places and we tried to make a difference with the upcoming restaurant but also feel relatable and triggering for the visitors to discover the new place in town.
Our concept meant to trigger a logo that stands itself louder in the district where the CKTL&Co will be located. We chose the luxurious gold color to refer to wealth and elegance in the eyes of the customers and also stands for passion, signifies importance and command attention which evokes stability, prosperity, growth, connection and gathering. Keeping in line with the restaurants stock exchange theme we wanted to show this with a small but elegant touch. The tail of the letter “K” is extended downwards giving an impression of the movement of the stock exchange and connects elegantly with the “&”symbol. The curvy serif like typeface gives a sense of luxury and sophistication. We designed a box like square shaped logo - which would be useful for menu design, signage, stationery, coasters, napkins, aprons - basically anywhere inside and outside the restaurant.
