This fall, we had the pleasure of printing stationery for a new Culver City restaurant, Picnic LA. The project really stuck out to us, not just as a fun challenge, but for it's clean, striking design. So, we asked graphic designer, Jessica Booth, who created Picnic LA's branding, to tell us more about the project from her perspective:
As a designer, what was your hope for the final use of the notecards?
JB: "Picnic LA wanted the notecards to feel luxurious and special. Although the design of the cards allows them to be used for business correspondence, they would most likely be reserved for guests, included in gifts baskets, catering & dinner party orders, etc. I knew the soft rag of the stock and the beautiful impressions from the letterpress would communicate to all recipients that this meal is no ordinary picnic."
The gingham logo was a challenging but fun piece for us to execute due to the tight registration of the two colors, and mixing the transparent color just right. Why did you choose this specific pattern and colors for Picnic LA?
JB: "We were interested in exploring a gingham pattern for Picnic LA’s brand identity because of the immediate and iconic association gingham fabric has with picnicking. However, I believed red gingham, though more common, to feel too casual for the high quality ingredients and cuisine offered at Picnic LA. We felt that the navy gingham was a more upscale color story. Picnic LA’s offerings are more like fine dining in a casual setting. It’s a picnic made by a gourmet chef, not your Mom! (sorry Mom!) The classic navy and light, bluish gray gingham along with the antique gold logotype hopefully help elevate each guest’s expectations for the carefully crafted meal they are about to unwrap and enjoy."
You have quite a background in designing for hospitality, what about this industry are you drawn to?
JB: "I do a lot of hospitality and restaurant design work and find it to be very satisfying for many reasons, the most obvious being that I love to eat good food! But creatively speaking, I also enjoy the challenge of establishing the look and feel of a brand, particularly from the beginning. The hospitality industry allows me to explore a multitude of design disciplines all in one project/client and usually from inception. Although each project may require similar deliverables such as brand identities, packaging, menu ordering systems, etc, each client is unique and has their own challenges and obstacles. Each hospitality project is rich with specific inspiration and has a particular experience and feeling."
Have you eaten at Picnic LA yet? What’s your favorite thing on the menu?
JB: "I have! It’s so hard to pick a favorite dish! First of all, the entrees and salads are constantly changing, so you can find something new to try everytime you go. But if I had to pick, I’d say the Key Lime Pie Bar was my go to. One of the ingredients in the Key Lime Pie Bar is sour cream, which may sound unusual, but gives it a savory and rich quality that is irresistible! It’s not too sweet and has the perfect ratio of topping to crust. Just talking about it makes me want one!"