CATEGORY

Comprehensive Identity Programs

LEVEL

Student

RANK


DESIGN CREDITS

School

Western Washington University

Art Director

Kent Smith


TAGS

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LINKS

Catherine Renee Dimalla
Paper Moon

Paper Moon by Catherine Renee DimallaPaper Moon by Catherine Renee DimallaPaper Moon by Catherine Renee DimallaPaper Moon by Catherine Renee DimallaPaper Moon by Catherine Renee DimallaPaper Moon by Catherine Renee DimallaPaper Moon by Catherine Renee DimallaPaper Moon by Catherine Renee DimallaPaper Moon by Catherine Renee DimallaPaper Moon by Catherine Renee DimallaPaper Moon by Catherine Renee DimallaPaper Moon by Catherine Renee DimallaPaper Moon by Catherine Renee Dimalla

CLIENT

A bou­tique Chi­nese restau­rant that pays homage to the aes­thet­ics of his­tor­i­cal Chi­na­town and the mis­con­cep­tions of Chi­nese cul­ture prop­a­gated dur­ing the art deco period. By day, the restau­rant serves a dim sum lunch ser­vice and by night, a blend­ing of Amer­i­can dishes con­structed from Chi­nese ingredients.


BRIEF

The project involved cre­at­ing a visu­ally engag­ing con­cept restau­rant that pro­vided a chal­leng­ing frame­work for a full scale iden­tity exe­cu­tion. My response was Paper Moon—the name alone ref­er­ences a clas­sic Harold Arlen song from the time period and the glam­orous mis­con­cep­tions sur­round­ing Chi­nese cul­ture at the time. Chal­lenges included cre­at­ing a logo sys­tem that suc­cess­fully mar­ried the illus­tra­tive and com­plex visual sys­tems of yes­ter­day with mod­ern tastes. Addi­tion­ally, it was a chal­lenge to take a range of ornate and vibrant visual ele­ments and make them visu­ally cohesive.


APPROACH

The pack­ag­ing designs seen in Chi­na­town today are left­overs from post-war Amer­ica where Chi­nese facil­i­ties import­ing goods into the coun­try were no longer able to invest in new designs and have been mar­ket­ing the same basic pack­ag­ing for over 70 years. The full logo ref­er­ences a tra­di­tional Chi­nese ban­ner and tas­sel with a lay­ered look that reveals a cres­cent moon. I approached the day menu as a tac­tile hang­ing lantern to address dim sum as an order­ing process, and the evening ser­vice menu has a more tra­di­tional for­mat with a gold foil seal and tas­sel. Ref­er­ences to stereo­typ­i­cal for­tune cookie say­ings are seen on the gift enve­lope and for­tune enve­lope which holds the patron’s bill.

This class project allows the stu­dent to self-author a restau­rant and com­plete all the accom­pa­ny­ing brand­ing for the expe­ri­ence. In Catherine’s case, the topic itself is very inter­est­ing and thor­oughly thought out. The actual design of the mate­ri­als is no less thor­ough in its use of design ele­ments: typog­ra­phy, paper, and color. The over­all final solu­tion is a fully inte­grated and vis­ceral expe­ri­ence. Her stun­ning solu­tion exceeded typ­i­cal expec­ta­tions for this project but what is not evi­dent in the images is her exact­ing method­ol­ogy and wide approach to the prob­lem. Sim­ply stated: an envi­able and beau­ti­ful piece of pro­fes­sion­al­ism. — Kent Smith, Instruc­tor at West­ern Wash­ing­ton University

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