Ounce
Brand strategy
Brand identity
Design for print
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INTRO
Ounce is an award-winning steakhouse in Worcester, renowned for its prime dry-aged steaks and unique ordering concept, allowing guests to choose their steak by the ounce. With a bold offering and a growing reputation, the restaurant required a brand identity that reflected the quality, theatre and personality at the heart of the dining experience.THE CHALLENGE
The hospitality sector is highly competitive, particularly within the premium dining market. Ounce needed a brand that would immediately communicate its distinctive proposition while standing apart from more traditional steakhouse competitors.The challenge was to create an identity that celebrated the indulgent nature of the experience without compromising the sense of quality and craftsmanship associated with the food itself.
THE SOLUTION
I developed a bold and memorable brand identity centred around the theatre, passion and unapologetic indulgence of the Ounce experience. The visual system was designed to capture the energy of the restaurant while reinforcing its commitment to exceptional quality and attention to detail.A bespoke identity system was created and extended across menus, printed materials and customer touchpoints, helping establish a consistent and recognisable brand experience. The result was a distinctive identity that reflected the restaurant's personality and positioned Ounce as one of the region's most memorable dining destinations.
PROCESS
When cooking steak it’s the marbling in the meat that adds flavour, as the fat melts it keeps the meat moist, so the natural juices don’t evaporate in the pan. I made the decision to pay homage to this with a series of handmade meat marbling illustrations.
The devil is in the detail. The bespoke logotype I developed utilised subtle references of the devils anatomy. This was in an effort to reinforce the deliciously sinful nature of the Ounce dining experience.