Mile's — Taylor Shannon

Branding for Mile’s, an American tasting restaurant in London with an emphasis on chummy service.

An experiment in restaurant branding that never shows the food.

2019

COLOR WAYS

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Colors taken from a Benjamin. Manipulated images of the bill are also used in the branding.

Logo

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Design taken from the imperial system of measurement.

Initial logo sketches

TASTING MENU SKETCHES

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Seasonal tasting menu design. As opposed to the usual listed menu, the guest is able to flip through, mixing and matching options to their desires.

MENU

Completed menu mockup featuring the Benjamins as cover pages. Extended stem type treatment consistent with logo type.

MATCHBOOK

house wine

House wine available in red or white. Design taken from looking down on a finished glass.

Posters ooh

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Advertisements for Mile’s never show the food - only finished plates and glasses. Empty plates mean happy guests.

Original paintings