Behind the Design: PRIX FIXE

You might know me for my picture book illustrations, but what you might not know is that I also work with businesses to create thoughtful, story-driven branding.

One recent graphic design project that I loved working on was the visual identity for PRIX FIX - a fresh, express dining concept at Crowne Plaza Christchurch’s Market Place restaurant. Designed for theatre-goers and event lovers looking for a quick, elevated meal before the show, the brand needed to communicate both efficiency and elegance.

THE BRIEF

We needed a logo that incorporated the name ‘Prix Fixe,’ and the slogan ‘Express Dining - Elevated’. We also discussed a potential illustration component, e.g. a dinner plate, etc. that would make it clear that Prix Fixe is a food offering.

This was a unique, and very fun project, because the Crowne Plaza Christchurch team had already come up with a couple of rough designs, and we got to work through the next steps together.

The team had two designs (below) and asked me to create something that was a mix of both, that was clear about their offering, conveyed effortlessness and sophistication, and worked within their existing colour palette and against their existing Crowne Plaza and Market Place branding.

We had a quick (and very rough) play with some shapes together in person, and then I went away to work my magic!

NEXT STEPS

I got to work on a design that combined the two rough concepts of the main logo. Based on our conversations, the foundation of the design was a typeface and colour that matched their other branding, but with the inclusion of the connected Xs and a potential illustration element.

Here's what I came up with:

While I was happy with the overall feel, and I loved the way we could play on the words of the slogan, I had concerns about the design.

Firstly, we weren't able to get an illustration element in there. I played with turning the point of the slogan into more of a "plate", but I felt it was a bit much to look at, and still didn't make it clear what the offering was.

Secondly, we had discussed that the main ways this logo would be used would be on billboards, social media, and of course, the menu. The team was really happy with a square design and didn't have concerns about needing a logo variation for horizontal formats, or an icon for more subtle use of the brand, but the graphic designer in me loves to have options!

So, taking it back to what I do best, I started working on an illustration element. My thinking was that I could easily use this separately from the main logo, but that it might evolve into an option that would work well as a logo in itself.

Because one of our biggest concerns was being clear about what the offering is (speedy, sophisticated dining), I fell in love with the idea of incorporating cutlery, and while I was drawing, it quickly inspired me to present what I called the "wildcard" design option.

THE RESULTS

Once I sent through the designs, the feedback was that the clear favourite was the wildcard and not a single edit was needed.

This was music to my ears! Not only because it was my favourite design too, but also because I was easily able to build a square, horizontal and icon-only version of the logo, without compromising the design, and it works well in all of the colours of the existing branding.

I've caught up with the team again recently, and they've been using the design for a month or two now (maybe you've seen it around!) one comment they made that makes my designer heart sing is that they've been surprised by how much they've used the variations of this design (see! Having options is great!).

The final design variations.

Part of why I loved working on this project is because it's an evolution of an iconic brand! In addition, it's been a great reminder of how visual storytelling and strategic design go hand-in-hand. Whether I’m illustrating a picture book character or crafting a brand package, my goal is always the same, make it meaningful, beautiful, and tailored to the story.

The Prix Fixe offering is also part of the beginning of a new era in Ōtautahi, one where you can finally grab a delicious bite to eat in town and then head to an incredible show at The Court Theatre, or the Isaac Theatre Royal, and I think we're pretty damn lucky to have all of that on our doorstep!