Serenitee

Restaurant Group (this is optional)

Update after reviewing the designs thus far, thank you for helping us get a better understanding of our vision:

1. Our logo is all about the image. We want this image to unite our restaurants, to be the recognizable piece in the design. Our name is secondary.
2. We love designs with a hand drawn feel, one that feels "organic" without being literal.
3. We love anything with a circular design (literal or abstract) to align with our community approach. This can also be accomplished/highlighted with a woven component.
4. We love warm tones, and do not want anything monochromatic.
5. Any design with utensils, wine glasses, bakers hats, leaves or musical notes is just too prosaic (and literal) - and just not us.

GOAL

We want a brand that feels like your favorite t-shirt. One that is effortlessly cool, and gives you a boost of confidence whenever you wear it. All without being flashy or over the top; just easy, like you threw it on without a thought. That t-shirt that you’ll hold on to forever, even when you get a hole in it or a stain that won’t come out, you’ll keep coming back to that t-shirt and will wear it because it makes you feel happy.

WHAT YOU SHOULD KNOW ABOUT SERENITEE

Each of the nine Serenitee restaurants has its own unique personality; from design to menu to the staff. They range from a neighborhood restaurant that is jam packed with families every night of the week – to a destination that wins awards for their out-of-the-box cocktails and hip scene. The group will also be adding a new co-op spot this year that doubles as a location to help jump start local food businesses, like a foodie incubator. The Serenitee branding needs to encompass a lot of different personalities into one holistic brand.

IMPORTANT THEMES

Community. The goal of each restaurant is to create a gathering place for the community in which it resides. A meeting place where it takes 10 minutes for a guest to walk to their table because they have to stop to say “hi” to so many people along the way; it’s all about bringing people together. In that vein, we hold the opinions of community members at the highest value and use them to direct and evolve a space. From focus groups, to talking to people on the street, to reaching larger numbers digitally with the poll, we want to hear the communities’ voice. This is our #1 value. We believe that restaurants play an important role in weaving together the fabric of a community. Restaurants are where people go on first dates, make new friends and catch up with old ones, get engaged, and in general spend lots of high quality time socializing.

Social & Environmental Consciousness. Serenitee gives to every organization that asks. It is important for us to give back to the communities we are in. The group is also focused on trying to be as green as possible, with to-go containers that are reusable and recyclable. One of the first items this logo will be used on is a high quality reusable bag for to-go orders.

Music. Each Serenitee restaurant has a photo of Jerry Garcia. Minglewood Tavern (also named for the song All New Minglewood Blues), even has an entire wall dedicated to Jerry and the Grateful Dead. The Grateful Dead is an important, favorite band for many people associated with the brand. As is music in general; Maggie’s Farm is named for the Bob Dylan song.

LINKS
Please visit our websites to get a feel for the group and individual restaurants.
http://sereniteerestaurants.com/
http://www.latfortythree.com/
http://minglewoodtavern.com/
http://www.calasrestaurant.com/
http://hale-street.com/
http://www.15walnut.com/
http://georgetownspot.com/
http://maggiesfarmmiddleton.com/
http://salemopus.com/
http://twk-winchester.com/