Domus brand identity & UI design
Branding a historic event venue
Ylva, a key player in the restaurant & hospitality and real estate industries, recently reclaimed ownership of the historic Domus restaurant space in downtown Helsinki. This acquisition demanded the creation of a comprehensive brand identity and sales channels for the newly established business.
Situated within Domus Academica, a housing complex dating back to the early 50s and one of Finland's pioneering student-only residences, this historic venue holds significance as the birthplace of Ilmari Tapiovaara's iconic Domus chair. The restaurant, nestled in the basement where the first student cafeteria of the Student Union of the University of Helsinki once operated, demanded a brand identity that resonated with its rich heritage and contemporary purpose.
My role involved a meticulous competitor analysis, thorough research, and benchmarking to inform the creation of a modern yet elegant visual identity for Domus. The logomark, shaped as the letters "Domus" embodying two characters, symbolizes the social essence of the restaurant and event venue. Complementing the vertical logomark, I crafted text-based logos for versatile usage across various platforms and media.
In crafting a minimalistic color palette, I sought to accommodate the diverse menus and events hosted at Domus. Drawing inspiration from Ylva's existing restaurant businesses, I ensured a harmonious connection between distinct locations while maintaining their unique identities. Domus adopted a sophisticated dark forest green and airy lace beige as its main colors, complemented by lighter shades of green. A marzipan yellow accent color injected vibrancy.
As part of the comprehensive project, I designed and implemented an initial landing page on Webflow for the soft launch. However, a strategic decision was made to redesign the site post-launch, recognizing the need for alignment with the real operational requirements of the restaurant management team. While the final design and development were outsourced, my active involvement in the UI and UX design ensured a minimalistic approach, prioritizing menus and showcasing the venue itself. This collaborative effort resulted in a refined online presence that seamlessly complemented Domus's distinguished brand identity.
