Atrium Café Portsmouth
Branding, identity, design, and photography for an office complex eatery in Portsmouth.
Formerly The Real Cooking Café, The Atrium Café is a bright, airy, inviting eatery sited in the lobby of the Lakeside 1000 office complex. They came to us at Team Locals for a new name and a rebrand. I threw ‘Atrium’ into the ring — it had that open, welcoming feel to it, and also sounded pretty catchy — and that's what we went forward with.
As inspiration, Atrium's manager handed over one of the pieces of food packaging they were ready to roll with post-rebrand — a baguette sleeve, adorned with a leafy pattern.
And so the design process began. Here's what happened:
Okay, so, leaves. Color? Green. Done. I started out with a slab typeface — always a good way to get a feel for the letters — and that was it. Logo concept numero uno.
Nope, green isn't enough. Need to throw some actual leaves in there so people know it's the real deal. And, woah, what if I stabbed a fork through the ‘U’? Negative space is the best.
What if I threw the leaf and fork motif around the logo in a neat little circle? Works nicely. Didn't use as a logo, but reused this lock-in on packaging and posters!
I ultimately abandoned the fork. Felt like too much. The leaf became the central decoration of this, the final logo — so much so that it became one of the characters. Done!
I photographed the food and made a series of posters for the interior:
Social Media Graphics
Just to get The Atrium’s Facebook page off to a stylish start.
Photographing and retouching pictures of salads was a definite peak in my career, and I’m afraid it’ll never get this good again.
One more thing
Shoutout to Kieran for letting me take a photo of his embroidered apron while he was rushing around dishing up orders.