CATEGORY

Offset

RANK


PRODUCTION DETAILS

Quantity

Business System 500
Hostess Cards 2,500
Coasters 4,000

Page Count

Number of Colors

CMYK + 2

Binding

Dimensions

Various

Paper Stock

Mohawk Superfine, 70lb
Mohawk Superfine, 130lb
Strathmore, 3-ply, 88lb

Special Techniques


DESIGN CREDITS

Creative Directors

Jennifer Kinon, Bobby C. Martin Jr.

Designers

Jennifer Kinon, Bobby C. Martin Jr., Jeff Close, Joe Finocchiaro

Photographer

Ari Burling


TAGS

, , , , , , , ,


LINKS

originalchampionsofdesign.com
highroadpress.com
mckitchenmiami.com

Identity Materials for MC Kitchen by OCD | The Original Champions of DesignIdentity Materials for MC Kitchen by OCD | The Original Champions of DesignIdentity Materials for MC Kitchen by OCD | The Original Champions of DesignIdentity Materials for MC Kitchen by OCD | The Original Champions of DesignIdentity Materials for MC Kitchen by OCD | The Original Champions of Design


CLIENT

MC Kitchen opened in the Mia­mi, FL, Design Dis­trict in Novem­ber 2012. Chef Dena Mari­no and part­ner Brandy Colet­ta serve up mod­ern Ital­ian organ­ic food that is rich, fresh, and deli­cious. The high-end restau­rant is flanked by Mer­ca­to, an Ital­ian-inspired mar­ket­place bring­ing fresh­ly-made gourmet items to-go.


BRIEF

The restau­rant space is but­tressed by Flos, Vit­ra, and Alessi. It is mod­ern, high-end, and pol­ished but its heart is an enor­mous and very busy open kitchen. MC Kitchen is dri­ven by con­trast: Miami/Italian, refined/rustic, modern/kitchen. The iden­ti­ty sys­tem had to walk that same line.


APPROACH

The sharp Ver­lag con­trasts the col­lo­qui­al Rock­well and the hand-drawn mono­gram. The col­or palette is white and warm gray with yel­low. And that’s it. The tool kit is sim­ple and straight­for­ward. The graph­ic lan­guage is entire­ly typo­graph­ic. And the col­or bal­ance brave­ly walks the Miami/Italian line. Phase One deliv­er­ables includ­ed menu books and menus, take­away bags, coast­ers, cor­po­rate sta­tionery, web lay­out, and uni­forms. Ongo­ing work includes expan­sion to mar­ket, sig­nage, and col­lat­er­al. It all dri­ves for­ward to bring togeth­er the refined/rustic food with the modern/kitchen in Miami/Italy.

PRODUCTION LESSONS

Even the impossible is possible. Aligning the “dipped” envelope had to be precise and it was.

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