Challenge

For our fourth project branding a Stephen Starr restaurant, we were asked to create an identity for Parc, a tribute to French café culture, serving traditional bistro fare in Philadelphia’s Rittenhouse Square. Our particular challenge was to approach the bistro identity with a fresh perspective after the successful branding of Bathazar and Pastis.

Action

The brand we created is a study in the close integration of graphics and masterful interior design by Shawn Hausman. This project also gave us the opportunity to work in collaboration with Roberto de Vicq de Cumptich—one of our favorite people on earth, and one of its greatest designers. We developed the logo design from an original period typeface, and an authentically eclectic mix of historical typography for the menus. The exterior signage and outdoor service area are designed to reflect Parc’s accessible elegance and its vibrant connection to Rittenhouse Square Park. The venue’s proximity to the green space also inspired lighthearted references to the park-dwelling creatures nearby—silhouettes of pigeons and squirrels adorn the menus.

Results

The combination of world-class talent and sophisticated business partners allowed the team to produce an extraordinarily detailed identity system inspired by the restaurant’s modern approach to the venerable French bistro theme. Parc has become a much talked about dining destination in a food-loving city.

Recognition