Totem
Totem is a restaurant concept intended for central London. One of my colleagues at 3Stories had already designed the interior and had incorporated a custom totem feature as the centrepiece. The totem was based on existing architecture in the Clerkenwell area where the restaurant was located.
I proposed ‘Totem’ as the restaurant’s name and created an identity around this concept, incorporating the area’s totem icons into the logo and brand assets. These shapes formed patterns that could be utilised on menus, business cards and other restaurant collateral.
