Designed by TSDG, the Brasserie brand made use of the works of Amedeo Modigliani for the menu design. The Brasserie was known for its Tuscan food and of course, Modigliani was a native of Tuscany.
The challenge design wise was to take an establishment known for its potential and help turn it towards success - to make it eye catching and original and enhance its European cafe style . The location was and is very promising; at the center of an ever expanding downtown area with peripheral residential towers in the process of development. At the time of TSDG's involvement the restaurant was in the hands of proprietor number three, and the clubby gentlemen's club atmosphere sorely needed a splash of color.
Modi was our design inspiration. As an Italian at the center fin-de-siecle Parisian cafe society (who's work is out of copyright) he proved to be the perfect artist to add warmth and personality to the tables. It brought Brasserie a direct and authentic personality that connected the restaurant with a rich, artistic and vibrant European cuisine and offered a nighttime ambiance to a place that hitherto had attracted more of a lunchtime crowd.
Our theme was Modi's women, especially portraits. We used one or two judiciously cropped nudes (conservative neighbors were quick to censor out initial design for signage - see above illustration) but in the main we used head and shoulders images named after Modi's women. Four different menu covers were published, followed by a second four six months later. Happily they were so well thought of that they were shortlisted for a National Menu Awards.
Eve of course was used to promote their New Year party.
Comments