Logo Design
Guiding Principles
Brand Values
Logo Design
Introduction
Tavistock Restaurant Collection (TRC) is a privately held company owned by Tavistock Group that operates several upscale dining concepts across the United States.
The Problem
TRC has rapidly grown its portfolio ranging from casual burger and beer joints to Michelin-recognized boutique establishments. However, the logo hadn't changed in nearly a decade.
In addition to a new logo, TRC began recruiting new talent prompting a larger discussion on brand values and guiding principles.
Guiding Principles
People Focused
- Create emotional connections with guests.
- Enrich the lives of teams and work hard to promote within.
- Enhance the communities by becoming legacy establishments embedding a level of hospitality into the culture of each neighborhood.
Operations Driven
TRC provides...
- innovative dining experiences
- superior service
- culinary artistry
- drinks of the highest caliber
Sales Obsessed
- Carefully selected bespoke smallware that stands the test of time
- Sourcing the best ingredients for freshness and versatility
- Advocate to be at the forefront of trends that accurately depict what guests truly crave.
Brand Values
Logo Design
When I started working on this project, the designs were inspired by culinary experiences, overall excellence, and human connection. After a round of feedback, TRC's tagline 'exceptional dining experiences' kept circling back in conversation and became the very language that helped refine the finalized logo.
Rejected concepts
City skyline
Photo By: John Doe
Blurred Lines
Photo by: John Doe
Birthday Sparks
Photo By: John Doe
Final Select
