Surreal Art Cafe
Background: Brand identity design for a cafe with a theme based on surrealism. A space for dining and art appreciation. Borrowing from patterns and abstractions to design a visual language that looks lucid and dreamlike. The copy encourages the viewers to dream and enter a brave new world.
Team: Crossed Design, Prerona Mazumder
Field: Brand Identity design, positioning, visual communication, and copywriting
Andre Breton defined surrealism as a pure state of mind that allows someone to express thoughts freely. Without the encumbrance of rational thought & societal rules
Initial Idea 1: Art Collage based Branding
Initial Idea 2: Typography Based
Initial Idea 3: Image Composition Based
Design Directions
Direction 1: The eye represents perspectives and emphasises observation. It puts the volume of the entire world in one symbol.
Direction 2: The eye with a lounge chair. A place to sit, observe, dine, & relax. Closely associated with stamp-like quality.
Direction 3: Surrealistic puzzles changing digital identities. The pixels move constantly to symbolise the changing nature of art.
Direction 4: Circular plates, changing perspectives. Revolve around talk, food, and spatial vibrations.
Direction 5: Patterns and colours to represent building blocks of art and design. Stamps and stick-on branding.
Direction 6: The focus is on the brand name and the business.
Direction 7: Traditional & classical-looking signage for the cafe. The typographical strokes are floral & decorative.
Direction 1 was selected. The design language was developed to represent surrealism. To instil visual concepts of lucidity & dream-like quality.
Brand logo symbol in colour
