When chef and best-selling food writer Stéphane Reynaud opened his first restaurant outside of Paris, he commissioned Untitled to develop a strong, but playful brand identity. The new London-based restaurant, TraTra, was conceived as ‘a place where everybody feels good, a place where sharing is primary, a place where as long as the light is on you can drink and eat’. After analysing the brief, we decided that the logotype should never remain static, it should feel animated and transient, like the venue itself. To achieve this, we commissioned the fantastic illustrator Ale Apai to breath life into the new visual identity. His well-observed character studies brought life to our bold, condensed lettering. We used a limited colour palette to further enhance the brand's distinctiveness and recognition.
Illustration Ale Apai / Photography Paul Raeside