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The Essential

The second act for Birmingham chefs Victor King and Kristen Hall

The Essential is a quaint cafe and bar located in downtown Birmingham, Alabama. The restaurant serves Modern American bites with a focus on local and regional ingredients, modern takes on classic cocktails, and a full cafe with signature coffee drinks and home-made pastries.

Services

Branding
Creative Direction
Menu Design

Photography

Jake Carnley

 
 
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The logotype is a subtle nod to Deco lettering found on classic French cafe facades. This style relays to the customer what style of food they should expect to see on the menu.

The icon for the Essential is a combination of a flower and a compass rose. These two concepts signify growth and direction for the chef’s new restaurant.

 
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