Marinate Restaurant and Bar is a serene and upscale eatery designed as a sophisticated sanctuary for all-day dining. The space is specifically tailored to offer a unique, purpose-driven experience that balances the needs of corporate professionals seeking a convenient business lunch with the general public looking for a comfortable, relaxing atmosphere.
client
Marinate Restaurant and Bar
services
Naming | Brand Identity and Strategy
Brand Indentity | Brand Strategy | Naming
Problem
The project began as a simple request for a logo, but our initial strategy sessions revealed a deeper need: the brand required a comprehensive identity capable of competing in a dense commercial district surrounded by office buildings. The challenge was to build a "living brand" that felt sophisticated enough for corporate lunches yet warm enough for intimate evening service. We needed to bridge the gap between the founders' personal heritage and a refined culinary proposal, ensuring that the brand didn't just exist as a symbol on a sign, but as a manifested experience across every touchpoint, from the menu design to the environmental graphics.
Solution
I pivoted the project to focus on a "purpose-driven experience" that centers on the power of food to bring people together. The Narrative Name: Derived from the founders, Mary and Nathan, the name Mari-Nate serves as a dual-meaning culinary pun. The "Aroma" Dash: A strategic dash was used to separate the names while doubling as a visual representation of aroma. Human Connection: The logo mark was engineered to represent "two people holding hands," reinforcing the brand's commitment to togetherness and exceptional service.
