L’Autre Pied is the second restaurant from the owners of the critically acclaimed Pied à Terre, David Moore and Shane Osborn. Wire was chosen to design and apply the identity due to ‘a great mutual understanding’ built from a lengthy relationship, Moore comments. Wire’s task, according to Moore, was, ‘to capture the quality and simplicity of the restaurant’ which presents ‘a more relaxed, less formal experience compared to its older sibling.’
Dan Collins, who worked closely with Shane and David throughout, explains the rationale: ‘Fundamentally the identity is a modern, minimal take on a typically French aesthetic — Art Nouveau — which is a reflection of the restaurant itself, which serves modern French cuisine in unfussy surroundings. The logo, referencing French poster calligraphy, features bespoke swashes that give a laid-back charm, whilst elegant, minimal swirls are inspired by early 20th Century Art Nouveau iron grillwork.’
‘The typeface, Absara Sans, designed by French typographer Xavier Dupré, was chosen due to its humanist quirks — such as the odd lowercase ‘a’ — combined with its simple clarity. Absara Sans is a modern typeface that effectively communicates both the contemporary and classical nature of the restaurant.
‘The restaurant’s colour palette — brown and bright red — is designed to harmonize with the interior, which features wooden table-tops and red leather banquettes.’
The identity was applied across all manner of materials and mediums, from external signage to menu templates.
Dan Collins, who worked closely with Shane and David throughout, explains the rationale: ‘Fundamentally the identity is a modern, minimal take on a typically French aesthetic — Art Nouveau — which is a reflection of the restaurant itself, which serves modern French cuisine in unfussy surroundings. The logo, referencing French poster calligraphy, features bespoke swashes that give a laid-back charm, whilst elegant, minimal swirls are inspired by early 20th Century Art Nouveau iron grillwork.’
‘The typeface, Absara Sans, designed by French typographer Xavier Dupré, was chosen due to its humanist quirks — such as the odd lowercase ‘a’ — combined with its simple clarity. Absara Sans is a modern typeface that effectively communicates both the contemporary and classical nature of the restaurant.
‘The restaurant’s colour palette — brown and bright red — is designed to harmonize with the interior, which features wooden table-tops and red leather banquettes.’
The identity was applied across all manner of materials and mediums, from external signage to menu templates.