For Print Only

A Division of UnderConsideration

Fat Cow Restaurant Menu and Collateral

Production Method

Etching
Laser printer
Laser-Cut

Design

Laser Etching and Wood Cutting:Plixo

While wooden menus and business cards may be rare, this seared identity collateral for Japanese beef restaurant Fat Cow is well done. — Kelly Cree

Client

Business Cards: 5,000
Menus: 50 each

Production Cost

–

Production Time

–

Dimensions (Width × Height × Depth)

Food Menu: 16.5 × 11.6 in.
Seasonal Menu: 11.4 × 8.5 in.
Wine Menu: 3.7 × 12 in.
Business Card: 3.3 × 2.2 in.

Page Count

–

Paper Stock

Recypal

Number of Colors

1

Varnishes

–

Binding

–

Typography

–

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Drawing inspiration largely from the Japanese aesthetic Wabi Sabi with traits that include simplicity, economy, austerity, modesty and the appreciation of the ingenuous integrity of natural objects and processes, wood is used primarily as the platform of this brand communication. The non-uniformity and texture suggests the Wabi Sabi beauty of imperfection. The mark and the searing on the wood are also reminiscent of the branding of cattle.

Production Lesson(s)

The burning (laser-etching) of the logo onto the wood was not that all straightforward. We had many rounds of experiments and nit-picks before finally getting to a perfect "sear". The etching has to be controlled such that it does not toast out the logo yet heavy enough to leave a slight de-boss on the wood.
The ideal wood that we initially visioned to use - the matsu - is not available in Singapore. The closest one was the Balsa wood but that was too thin. The decision of which one to use was not easy one; since the logo is quite fine in size, it would be lost with certain wood grains if the wrong wood is picked.

Post Author

Kelly Cree

Former intern at UnderConsideration LLC.

More: Online / On Twitter

Date Published

July 20, 2012

Filed Under

Collateral
Etching
Laser printer
Laser-Cut

Tagged with

japanese
restaurant
wood

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About UnderConsideration

UnderConsideration is a graphic design enterprise that runs a network of blogs, publishes books, organizes live events and judged competitions, and designs for clients.

online

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

Speak Up (2002 – 2009) / Discussing, and looking for, what is relevant in, and the relevance of, graphic design. Archives Only.

Word It (2003 – 2010) / Encouraging creative diversity in the community through monthly, one-word challenges. Archives Only.

Brand New Classroom (2010 – 2011) / Providing a space for critique and opinions on student identity workArchives Only.

graphic design

Department of Design / Designing corporate and brand identities and full development of printed and digital matter for clients.

publishing

The 2010 FPO Awards / 2011, self-published.

The 2010 Brand New Awards / 2011, self-published.

Flaunt: Designing effective, compelling and memorable portfolios of creative work / 2010, self-published.

Events & Judged Competitions

Brand New Conference / A one-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.

Brand New Awards / Celebrating the best identity work produced around the world.

FPO Awards / Celebrating the best print work from around the world.

Writing

Graphic Design, Referenced: A Visual Guide to the Language, Applications, and History of Graphic Design / 2009, Rockport.

Women of Design: Influence and Inspiration from the Original Trailblazers to the New Groundbreakers / 2008, HOW Books.

The Word It Book: Speak Up Presents a Gallery of Interpreted Words / 2007, HOW Books.