Ounce
Brand strategy
Brand identity
Design for print
Ounce is an award winning steakhouse restaurant based in Worcester, specialising in prime dry aged steaks which meat enthusiasts and hedonists alike can order by the ounce. The brief was to create a brand identity that would reflect their deliciously sinful offering, and celebrate the unrivalled quality of their meat.
I developed a bespoke logotype with subtle references to the devils anatomy, and kept a minimal colour palette of black and red to reflect the heat, flames and theatre seen in the Ounce kitchen. I also created a series of handmade meat marbling illustrations, these were then used as an easily adaptable design resource across menus, business cards and flyers.
PROCESS
When cooking steak it’s the marbling in the meat that adds flavour, as the fat melts it keeps the meat moist, so the natural juices don’t evaporate in the pan. I made the decision to pay homage to this with a series of handmade meat marbling illustrations.
The devil is in the detail. The bespoke logotype I developed utilised subtle references of the devils anatomy. This was in an effort to reinforce the deliciously sinful nature of the Ounce dining experience.