Hugo's Bistro offers all-day dining, from early morning coffee and lunch service to afternoon Aperitivo with friends and sophisticated,European-inspired evening fare. Located in Auckland, It is a cosy but sumptuous space with an interior fit-out all about tactility and understated luxury.
For the visual identity, we found inspiration in the restaurant's interiors and shape - the logo design emulates the long shape of the Bistro, with all edges curved further to mirror the curvilinear form of the furniture and space.
The name "Hugo's" itself becomes the hero of the design, towering vertically above the word "bistro" with the intention to have it standalone where needed. This elongation is then translated onto the menu design folding out with a long and slender shape to recall the Hugo's space.
A colour palette of forest green, blush, brass and grey reflect the lush colours of the Bistro's interior. The brand identity is reflected across all touch points from uniforms, signage, printed collateral and digital assets.