Tres Gatos: Injecting Some Musical Energy.
Spec Branding Redesign — 2018
This project involved revitalizing the brand identity for Tres Gatos, a local restaurant that captivated me with its multifaceted concept – part restaurant, part bookstore, part record store. Their incredible food and unique blend of experiences begged for a brand that reflected their vibrant energy.
Understanding the Existing Brand:
Tres Gatos' previous branding, while informative, lacked the essence of the lively atmosphere I encountered. It relied heavily on imagery of food, drinks, books, and records, falling short of capturing the "jazzy rhythm" of the dining and record store experience.
Design Inspiration and Exploration:
Seeking to inject vibrancy, I drew inspiration from Saul Bass's use of motion and energy. I explored mid-century Spanish design elements for visual language. Instead of color-based rhythm like the original branding (possibly inspired by a record on their hearth), I focused on sheet music to evoke movement.
Expressing the Experience:
Connecting with others is a core aspect of Tres Gatos. To represent this, I incorporated "eyes" into the design, symbolizing the connections formed through shared experiences.
The New Tres Gatos Identity:
The redesigned identity pulsates with jazz-like energy. The logo features the letters "R" and "O" with interconnected pupils, suggesting both first encounters and friendly gatherings.
Menus Enhance the Experience:
The menu design goes beyond simply listing items. It uses design elements to highlight special sections, like Paella, giving them more prominence. For drinks, a cleverly designed flap invites exploration, making menu browsing more engaging. This approach aligns with Tres Gatos' playful atmosphere, encouraging interaction with the menu.
Beyond the Logo:
The branding extends to business cards, a tote bag for the record store, and seasonal mixtapes reflecting menu changes.
This revitalized brand identity aims to capture the essence of Tres Gatos - a place where lively experiences and meaningful connections come together.
Early Website Exploration:
This project also involved creating a website for Tres Gatos. While aiming to capture the restaurant's vibrant energy, my design approach at the time leaned more towards experimentation and personal style. This was due to my limited experience with user experience (UX) design principles.
In hindsight, I would prioritize a user-centric approach, focusing on streamlining the online ordering process and optimizing the overall website experience. This shift in focus would reflect the growing importance of convenient takeout and delivery options, especially in the post-pandemic landscape.
They still have their legacy branding, but it’s still the best damn restaurant/book/record store in Jamaica Plain (and probably…anywhere?)