Now this is a project.
I’ve been so, so confused on where the hell to go here. Frankly, I was so busy with Practicum and Chimera AND Gmitter, but now I am finally knee-deep in this project without even putting on my rubber waders.
have you ever put rubber waders on when they’re muddy? Yeah, didn’t think so. basically it sucks massive ass and then your toes are all muddy and gross. (my dad used to be a fisher and my grandpa used to be a pro fisher, fun fact)
Anyways, I think that’s still a bit relevant as I began to delve into my ideas.
Like I said, I’m pretty damn far behind. Lots to catch up with with not much time to do so.
Part I: The Branstrom
Section 1: The Name
So, I was pretty stumped jumping into this project. Ironically, this is my element and I find myself hesitant on where to begin. Where do I begin? So… I created the most ridiculous concept possible by using the chaotic-neutral mess below:
From here, I got these concepts that I began to vibe with:
A German Smokehouse (smoke haus)
A fish camp popup restaurant (bubbas shrimp basically)
Californian Takeout Korean BBQ
Ice Cream Tavern (wew)
Mongolian Teppanyaki-Style (that kind of sounds cool)
From here, I was pretty excited about German Smokehouse. Maybe it’s my inner-Deutsch that loves it. I mean, I’m pretty much fully German (with some weird amounts of Scandinavian and what-have-yous) so like it could be a pretty exciting area to do my designs for.
German Smokehouse? German Smokehaus.
Ach ja. Progress, at last.
Section 2: The place
This actually took me some time. I looked all day at this, trying to find the right place that fit not only my idea but also the food coming to it. I couldn’t just make this a smokehouse in the freaking middle of Berlin (well, I mean I could… but I think that wouldn’t really constitute for some great quality meats or anything like that). I think going south may be the best option.
The thing is, I don’t want it to be too much in-your-face German INSIDE of Germany, so like embracing that would be really tough.
Plus, If I want to go imperial German Wolfenstein (which in my opinion is the coolest), I’d need to worry about the damn neo-Nazis. I wouldn’t want that to be part of this concept whatsoever. In fact, I’d like this restaurant to condone the idea of it, perhaps starting as a restaurant that can push that idea out the window by supporting factions that abhor the Nazis to further prove the point that we wouldn’t be affiliated.
…Or alternatively I could just like take very small elements of it out and use that. Huh, the world is endless here…
(For some reason, my roommate actually blames getting Lyme disease on the Nazis. That’s a little tidbit about my living situation right now.)
And back to Earth.
Basically two different ideas are budding from this:
One: I could make a restaurant based IN Germany, but I wouldn’t want it to be focusing on too much over-patriotic Germany, or else it would be like going into an aggressively US restaurant smack dab in the middle of Nashville Tennessee (the most American town). If I went this route, I could focus on a more unique style budding from elements in Germany that aren’t in your face but rather subtle as we develop into a new age.
Was alt ist, ist neu, ja? (what is old is new, yeah?)
Two: I can go outside of Germany and focus on a little more patriotic style to it. In this way, I can explore a lot of classical elements from Germany’s past (without hitting the damn Nazis). My BIGGEST challenge here would be to not make this seem like a Hitler-sympathizing smokehouse. I would need to basically combine Mission Barbeque with some more Boho aspects that aren’t really frilly and lame, because… well, meat.
Actually, something kind of like this to a degree:
More to come here as I develop. I can figure out where to place this after I think of the name and show this medium board to some people. Scott, your input here would be fantastic.
More to come hopefully later today (3/23)
Truly, this has been a difficult project for me. So far, no inspiration beyond what I have here at all. Like, nada. I’m challenging myself to find a solution here soon, but I am refusing to fall short on this.
Section 3: The Concept
With the thought of a German Smokehouse in mind, the concept for this restaurant finds beginnings through quite a few different veins of track:
One: German Wolfenstein rara Ramstein style Smokehouse infused with a similar style to Mission BBQ’s branding.
Two: Federal Smokehouse style with old Bavarian choppage here and there. Less commercial, but avoid making it seem too pricey.
Three: Smokehouse mixed with Diner style to romanticize the “American Dream” and also play homage to the beauty of that good ol’ weinerschnitzel (veener shnit zul). This could be a sort of Germanic way of making fun of 1950's US culture
Four: Higher-class style with a touch of simplicity. Think Pattern, think Class! ACH JA. This could be cool because I could use multiple patterns and cultures to represent different ways to prepare meats in this smokehouse, in which the style can stay this contemporary german style and the food can follow the style. Huh.
Section 4: I need a Name
Well, I think any name right now would be more appropriate for the idea, which hasn’t really been made yet.
Part II: The moodboard(s)
Here’s a moodboard I started working on, with another on the way:
As I said in Discord:
“On the [first moodboard], I decided to go in the direction of very assertive Germanesque attitude with hints of a modernized empire. The idea behind a German Smokehaus here would be that the food would be prepared traditionally, yet hone in on German tradition. I really worry that it would scream “nazi”, but I think if I include some other color elements, I may be able to prevent that. I am thinking about adding a yellow and a blue if that is the case. This restaurant would not be based in Germany, but would be inspired by the food and culture in a country like the UK or Canada. This would be about the same level as Calamaris in Erie in terms of scale.
Okay, maybe a bit better than Calamaris. This is MY restaurant, dammit.
Moodboard #2a & #2b:
This design is heavily inspired by the one weird one I saw up above (reference “ICH SAG DIR, ACH JA!”) but instead of following the idea of color, I wanted the idea of pattern and German shapes to come as the primary effect. The food would still be smokehouse themed, but would have a much cleaner style done with more contemporary platings.
As I said in Discord:
“On the orange [and black & tan] one, I decided to look into the Warhollian aspects of pattern & contemporary shape in German pop art. This could be based anywhere. The aspect of pattern is the most important part of this concept, with pattern elements being essential in every finely-prepared cuisine. The scale is certainly higher-end, but appeals to a more upper-scale youth crowd. I have ideas of making responsive logos, but I may also go with no color at all (see the black and white version).”
_ __ __ so, what did the people say?
basically, avoid the first one because it’s a bit too nazi. I could go that direction, but I feel like I wouldn’t have as much fun and make it mine that way. Instead, I can go with something more… werkable.
I’ve decided on a minimal color restaurant with all patterns.
The second option is the choice.
And now, a name.
Part III: The Name
The name requires a LOT of research. I’ve been looking again for days, thinking to myself that perhaps I could go with a less german name and more of a germlisch (german-english). Other me wants a good german name that can be good in english and german.
In this concept, I explore the patterns more than the colors, so how can I juxtapose that?
Here’s the name ideas:
für Pschorr (for sure)
reinstoff (it’s already been done but the establishment is permanently closed!)
Fuck, I love reinstoff.
But this exists, still:
So, this Reinstoff was born. My Reinstoff. It’s sort of for the taking, too, considering a restaurant with the same name has been shut down for over three years now. I’ll have to see, but I think that’s where I start. Ok, let me argue why I can do this:
Say someone named—well, let’s go with John just for this argument—died and then three years later you name your kid John without even knowing the other John. That’s Reinstoff, right there.
Well, not actually Reinstoff. Reinstoff in German is just so smart—it means pure substance. Like that fits soooo well with my theme.
To make this concept better, I have decided to call this smokehouse:
REINSTOFF: innovation räucherei (in German)
REINSTOFF: INNOVATION SMOKEHAUS (in Germlish)
PURE SUBSTANCE: INNOVATION SMOKEHOUSE (in English)
Part IV: The drafts
Truly, it’s amazing how much I fell apart with this project. I spent a whole week in the dark—trying to catch and slay that damn Chimera. It’s done now, the battle’s finally over.
Now the war for Reinstoff begins.
Today is Sunday, April 10, 2022. I am now two weeks behind everyone, but that pressure doesn’t necessarily bother me yet. It’s 1:30PM, and I just got done after a very necessary night of rest and honestly I feel better now that I refreshed.
I guess the important thing to learn here is that by resting, I’m able to actually get my ass back in shape with my work eventually. I needed it, truly. I feel bad though—I am eons behind in like, every class. It’s maddening. It’s like the motivation got sucked out of me by that damn Chimera. I felt like a husk all week, so now that I took some time to think and dream a bit, I shocked myself back into this. I will overcome this and give it my all. Starting with the sketches. I did over 100 sketches to compensate, and after a while, they sort of just started coming to me in unique ways. It’s wild.
For each of these renditions, I looked into a multitude of different sources, including Behance, Instagram’s 36 Days of Type, Google Images, and my mind.
My idea behind using monograms came from the exquisite sense they have—to a degree, a monogram can be used in so many places that by using it here, I can have an effective mark that doesn’t just look like some race car or some shit. It’s an artistic mark that can be used and embellished with the brand. I want the logo to be responsive and capable of being utilized in many patterns, since the idea comes from patterns as a whole.
I began to render several of these digitally. As a reminder, I wanted to make sure that the pattern comes out the most, so the shapes are important in that they can fit into patterns to be used to go with the branding:
Renders in B + W
After the crit last week, the class assisted me in determining my next and final rendition of my logo here:
The Grand Finale
Finally, sorta. I want to do so much more.. there’s so many possibilities here, but I simply ran low on time. I will develop this further though. I strive to even get a menu done eventually, but I just don’t have the time to hand-pick my recipe right now.
Without Further Ado,
I went nuts here. I went and made SO MANY patterns. New patterns, crazy things that I’ve never done before. I even generated patterns online and popped them in. But I am unable to use them quite yet.. I will have purpose though. I assure you.