Alice's Restaurant

Alice’s Restaurant is a little slice of bliss amidst the redwoods of Woodside, CA. It is a cherished landmark for automobile enthusiasts since many famous motorbike and car companies have launched their vehicles at Alice’s. For those from the 70s it is also a nostalgic reminder of Arlo Guthrie’s eponymous song “Alice’s restaurant.”

My Role


Brand, UI Designer

Deliverables

Brand Identity, Merchandise
Website Redesign

REDESIGN GOALS

The redesign brief was to make the brand appear more high-end. Further, I wanted to combine elements of nature around the restaurant and the bikes and cars that have made it famous.

IDEATION PROCESS

nature
mountain
redwood tree
cabin
brunch
eggs
bikes
tire mark
speed

LOGO VARIATIONS

The first version on the left felt too busy so I decided to use the graphic element as a pattern and decided on moving forward with the version on the right.

COLOR PALETTE AND FONTS

Avenir

FORBIDDEN USAGE

WEBSITE REDESIGN

BEFORE

AFTER

Final Prototype