Crafting Visual Identity for The Vanguard Restaurant
The Vanguard
Brand Identity • Logo Design • Menu Design • Website Design • Collateral • Signage
The Vanguard, a restaurant and bar in Harrison, NJ, pays homage to its origins as a 1940s wartime factory, celebrating the men and women who contributed to the home front. Tasked with capturing this unique concept, I designed a comprehensive brand system that evokes the period's historical and industrial essence. From the logo to menus, matchbooks, signage, and even promotional materials like flyers and cocktail suitcases, every element seamlessly tied into the 1940s aesthetic.
To reflect the wartime concept, the logo design incorporated a "Victory V" and morse code elements, with a color palette of red and blue inspired by patriotic themes of the era. A library of authentic vintage fonts, reminiscent of hand-painted sign lettering, was purchased to create an unmistakably period-accurate look.
The branding extended across all touchpoints, with spot illustrations styled after the 1940s, giving the menus, cocktail napkins, matchbooks, and signage a cohesive, nostalgic feel. Stock images were carefully modified to ensure they were unique to The Vanguard, further enhancing the connection to the restaurant’s story.
The creative process was a collaboration with the restaurant's creative director, who provided visual references from the time period, including historical imagery and interior design cues. This strong foundation allowed for authentic and immersive design work while leaving room for creative interpretation.
Promotional materials, including flyers, postcards, and signage, carried through the branding, with unique touches like a large-format cocktail served in a branded suitcase featuring custom illustrations. This imaginative branding approach ensured that every detail, down to the smallest accessory, echoed the spirit of the 1940s.
The final result was a cohesive and memorable identity that not only honored the restaurant’s historical roots but also resonated with its modern patrons.
