Restaurant Branding + Photography
éphémère is a French cuisine restaurant, which is inspired by the Symbolism art movement and specifically by Charles Baudelaire’s poetry. The notion of juxtaposition in Baudelaire’s symbolism poems—both beauty and ugliness, life and death—greatly influences the visual identity of this restaurant. This restaurant provides a safe and private space with a Gothic aesthetic for its customers to be weird—means it is not necessary to follow the social norms and conventions here when they’re having meals.
Éphémère is a French word that means ephemera, a kind of insect that has a very short life span. The insect motif suggests that nothing is everlasting, and its body is substituted by a vertical eye, which corresponds to the Gothic pessimism and morbid eroticism among the symbolism art movement. The vintage texture of both wordmark and logo reinforces the sense of fading and vanishing.
The color of éphémère restaurant is inspired by the afterlife of living things—rotting.
Éphémère, ephemera, is decaying. The type delivers the same feeling. A non-digitized typeface could give the strongest support to the logo with the idea of fading away. I used a manual technique, Xerox machine, to create texture by making copies on copies of the non-digitalized typeface.
The patterns used in éphémère restaurant combine the image of rose and handwriting. Overlay the collage of hand-writing related to Baudelaire (one of the pioneers in Symbolism art movement) with a pattern of writhed rose; it is used for wallpaper, napkin and facade painting outside the restaurant.
French cuisine is elegant and high-end, but éphémère French cuisine is not only elegant but also implicitly brutal. Books of poems are symbols that represent the monde, while the withered rose indicates death.
The photography is used to further illustrate the visual identity of éphémère restaurant. It delivers feelings of elegant, dark, subtle, and quiet.
The photography is also used for promoting the restaurant on Instagram.
The interior of éphémère restaurant uses a lot of dark colors providing a feeling that it is a hidden place for people who want to escape from their reality for a few moments.
éphémère restaurant uses vintage silver table utensils. The logos of éphémère restaurant are embossed on to the silver forks and knives. There is a line from Baudelaire’s poetry embossed on the edge of each plate. The napkin is a dark red with an embroidered rose pattern.
© 2020 by Alice Niu/All rights reserved