Amy Denecker
THE PROMPT:
Reinvent an identity for a place you loved as a child
THE CHALLENGE:
Make it familiar and classic but also new and modern
Calvi's Restaurant was the place I chose. It doesn't exist anymore, but I wish it did. It was quirky and old and dark, but also delightful and sweet and enchanting - all of which I hoped to bring to life in the rebrand of this classic ice cream shop.
Not much is left of Calvi's, even online. In addition to a few photos, I was able to find a sample of their original font so I started there.
For the revised logo, I wanted to incorporate the embellishments of the original into a more cohesive, flowing design.
The rebranded logo is derived from Montecatini with Dunbar Low Book as the accompanying typeface.
I loved developing the color palette for the new branding.
To get started, I picked a soft but vibrant red, reminiscent of the original logo and the stripes found in soda-shop straws. A warm black followed because I have strong memories of the the wrought iron chairs and dark wood in the shop. From there, I selected a coffee brown and a vanilla white to mute the boldness of the red and black and opened the whole palette up with a bright, light blue.
For the logo mark I took the C from Calvi's, which reminded me of a scoop of ice cream, turned it on its side and added the cone, paying attention to reference the pin stripes of the straw in the design.
I added a circle frame with various line weights and treatments to create a more robust logo mark that could be used on items such as the gift card pictured below.
For the logo mark I took the C from Calvi's, which reminded me of a scoop of ice cream, turned it on its side, added the cone, paying attention to reference the pin stripes of the soda shop straw in the design. From there, I smoothed out some lines and corners and finalized the image.
I added a circle frame with various line weights and treatments to create a more robust logo mark that could be used on items such as the gift card pictured below.
