Client: Johnstons of Elgin
The café on site at Johnstons’ Elgin mill needed to increase revenue, but without further space to expand in size, it was decided that we should try and elevate it from its existing coffee shop vibe to a higher end restaurant in order to increase spend per head.
My task was to come up with identity concepts around the name “Weavers Restaurant” (as chosen by staff) that would reflect the nature of the textile mill business, sit comfortably alongside the existing Johnstons of Elgin brand, and look luxury enough to justify the higher end offering of the new menu.
I produced a range of concepts, drawing on inspiration from the name, the Johnstons crest and the mill itself. The result is a new Weavers Restaurant identity which is sympathetic to the Johnstons brand and truly represents the name ‘weavers’ through the interlocking lines forming the W. It also hints at the patterns of traditional tartans and tweeds for which Johnstons are so renowned and for which they hold the Royal Warrant.
The next stage of this project was to redesign the menu in line with the new identity and food offerings. For this, I created custom illustrations, depicting elements of the mill and the restaurant, and brought them together in a repeating pattern for the covers.