Xier
Location in the heart of London’s fashionable Marylebone, this restaurant’s fine dining experience is one of it’s kind. Chef Carlo Scotto’s elaborate tasting menu, takes visual clues from nature and contemporary modernism. It only made sense to transmit this interesting fusion between the very contradicting ideas into the logo and branding. We worked on Xier’s entire visual language and it’s translation into various collaterals and photography.
Identity and Brand Design
The main objective of the brand is to transmit the fusion between the minimalist, organic and modern type with nature, where the organic, curves and swirl shapes of Carlo Scotto’s artistry meets.
The photography makes the art of the chef the center of attention and puts everything else surrounding it in the foreground. This is where the artistry of food – a fusion between the natural forms of food and rethinking them in a contemporary way come into focus.
The logo arises from the sum of two essential elements –
Elegant nature of the brand and the food artistry and the accent which denotes Carlo’s signature in his food.
For a brand that celebrates the fusion between the natural and new-age contemporary, we chose to use a combination of Serif and Sans-Serif typefaces for all of the brand’s communication.
Baskerville is a serif typeface that will be used for all the headers and titles across multiple collaterals. The design of this typeface not only fits well with the visual language of Xier, but also in many ways governs it.
Futura is a sans-serif typeface that will be used for all the body text and menus. The clean and geometric forms make it one of the most beautiful typefaces that are equally functional and easy on the eyes.
Colour Palette
Primary Color
Secondary Colors
