BAYLEAF INDIAN RESTAURANT & BAR
BRANDING & IDENTITY
LOGO / PRINT (5.5” x 11” MENU) / SCREEN (INSTAGRAM POST)
INDESIGN / ILLUSTRATOR
Bayleaf is a new Indian Restaurant in Downtown Peoria. Among the dining options in the area, it stands out in cuisine and environment. Originally a Broadway lounge, the space has high ceilings, a raised stage in front of tall windows, and a balcony that overlooks the main floor.
This logo, originally for the separately existing bar inside the restaurant, seeks to portray the classy but exciting atmosphere. The title uses the typeface Swear from OH no Type Co. The more organic letterforms parallel the vibrant dining experience, and from this, a few ligatures have been altered to add more movement and interest: the crossbar of the “e” has a more dramatic curve, an arm was added to the “a”, and the terminals of “b” and “f” were changed to flow with the design. The supporting text uses an international typeface created by the Indian Type Foundry; it has both Latin and Devanagari characters, the primary script in India, which gives the restaurant an option to implement bilingual information. The geometric structure of the font supports the display type and nods to the more industrial interior of the restaurant.
The bay leaf is universally used in cooking but is specifically prominent in Indian cuisine. In any dish, it adds a key, distinct level of flavor through both taste and aroma. It also works to balance richness by adding a slight bitterness and acidity. While the name comes from the ingredient used in the restaurant’s dishes, it can also relate to the bar’s intricately crafted drinks that are thoughtfully created to complement the dinner. The circular primary logo iterates the full and balanced flavors that are experienced through this cuisine. The deep orange and varied green color palette are inspired by the earthy, bold flavors, and the warm background emulates the atmosphere of the dining and drinking experience.