CURED AT PEARL BREWERY BRAND IDENTITY

Client: CURED
Project: Branding
Agency: Föda Studio

The Project Review:
Chef Steve McHugh was opening a restaurant in the jewel of the Pearl Brewery campus, CURED is found in the old Admin building of the iconic San Antonio brewery. Smothered in history, the renovation of the 112 year old building by Jonathan Card and reappropriation of a 131 year old icon in San Antonio.

This multi-layered and many faceted project incorporated both the historical elements of the Pearl and the Chef’s personal narrative. An expert in Charcuterie, Salumi and all forms of preserves Steve is also a cancer survivor. As he cures, is cured, and continues to cure the needs to the community with his cooking and charitable work, it was not hard to determine a name and a path forward.

Articles:
Esquire
USA Today Travel
BP&O
San Antonio Magazine "Best New Restaurants"
Wall Street Journal
Eater National "2014 Chef to Watch"
Bon Appétit "America's Best New Restaurants 2014"
Featured on SCAD Portfolios site

Creative Team:
Creative Director: Jett Butler
Art Director/Lead Designer: Kevin Taylor
Design Team: Dale Wallain, Sheerin Vatankhah
Architect: Jonathan Card, AIA for Urbanist
Photographer: Nick Simonite

Logo Design

Logo Design

Exterior Signage

Exterior Signage

Hand Painted Door Signage by Joe Swec

Hand Painted Door Signage by Joe Swec

Brand photography of Chef Steven McHugh and his wife.

Brand photography of Chef Steven McHugh and his wife.

The secondary ‘Trussed’  Typeface was was designed by emulating the string trussing  of charcuterie and salumi as it cures. Expanded into three complete weights by Kevin Taylor,  the face is used as both pattern, way finding and branding in the system.

The secondary ‘Trussed’  Typeface was was designed by emulating the string trussing 
of charcuterie and salumi as it cures. Expanded into three complete weights by Kevin Taylor, 
the face is used as both pattern, way finding and branding in the system.

Acid Etched Water Bottles

Acid Etched Water Bottles

Corporate Identity System

Corporate Identity System

The butcher paper features the Trussed Typeface as an alternating pattern,  meticulously tweaked to arrive at a 22° angle with a clean repeat.

The butcher paper features the Trussed Typeface as an alternating pattern, 
meticulously tweaked to arrive at a 22° angle with a clean repeat.

Restaurant Interior

Restaurant Interior

Custom typography on bathroom doors.

Custom typography on bathroom doors.

Restaurant Interior

Restaurant Interior

Check Presenters

Check Presenters

Employee uniforms

Employee uniforms

Restaurant Interior

Restaurant Interior

Food photography

Food photography

Restaurant Interior

Restaurant Interior

Food Photography

Food Photography

Custom Designed Pens

Custom Designed Pens

Brand photography

Brand photography

The traditional xXx was re-appopriated and redrawn as an hour glass, hinting at the critical ingredient of curing, time.

The traditional xXx was re-appopriated and redrawn as an hour glass, hinting at the critical ingredient of curing, time.