Whether it's a restaurant, record store, band or company I love working with people to develop their brand. It's so much more than a logo or a website. Brand development is an intimate process of discovering the true potential of a project. This is where the designer becomes a visionary.  

Native Humboldt Farms

The concept was a wood-fired bistro with farm-to-table Alsatian-influenced cuisine in the Hudson Valley. The challenge was to blend the french and german influences with a NY identity.

ALCHEMY JANE

The concept was a wood-fired bistro with farm-to-table Alsatian-influenced cuisine in the Hudson Valley. The challenge was to blend the french and german influences with a NY identity.

 
The Flammarie

The concept was a wood-fired bistro with farm-to-table Alsatian-influenced cuisine in the Hudson Valley. The challenge was to blend the french and german influences with a NY identity.

The logo has French flair with gothic spikes. The swirls of the filigree echo the swirls of flame in the wood oven. The menu evokes the traditional one-page bistro menu, but with a nod to fine dining.

Reclaimed wood bar, open kitchen, and rustic details set the mood. And the Chef does the rest.

 
Black Forest Flammkuchen

Before the restaurant, Andrew and Conny had a food truck that served wood-fired flatbreads called flammkuchen, a favorite Alsatian treat. I began discussing the project with them while they were in Germany. They sent photos of Alsace and I sent back photos of Brooklyn.

We found something in between.

I knew early on that the truck would be paneled with reclaimed wood. We found a carpenter that had reclaimed hemlock and cherry. We sealed it with marine urethane, and I stenciled the logo. The reclaimed wood was iconic, helping the food truck stand out and set the tone.

 

I art directed the photo shoot and built the website before we launched the truck, to start booking opportunities. The site was such a success that Square Space used it as a sample.

CHANGES

One of the leading t-shirt companies for over 30 years, needed to rebrand. We wanted something bold but also playful.

 
FRANKENPINE

Frankenpine, the Brooklyn based alt-bluegrass band, represented a lot firsts for me. It was my first real band, my first albums, my first gig posters, and my first opportunity to experiment with branding and social media marketing.

Album Cover

Album Inside Illustration

Homepage

About Page

Did I mention gig posters? Holy smokes! I designed a lot of gig posters. There's more in the poster section on this site. Since a "Frankenpine" is the nickname for cell phone towers that are disguised as pine trees, I included on in every poster. Designing a new poster once or twice a month honed my skills.

There are rumors that Frankenpine may be reuniting for a small tour next summer, so stay tuned.

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© 2019 by Matthew Chase

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