Forréttabarinn — Brand System, Editorial & Signage

Art Direction, Editorial Design, Signage, Brand Identity

THE CHALLENGE

With the launch of Forréttabarinn’s second venue on Frakkastígur alongside its established flagship on Nýlendugata, the visual identity needed to scale seamlessly across physical touchpoints. The challenge was twofold: reorganizing dense, bilingual menu offerings across multiple curated tasting menus while establishing intuitive wayfinding collateral to connect both locations in the minds of local diners and international visitors. Every asset had to preserve high legibility under warm ambient restaurant lighting, and eliminate visual clutter within compact formats.

DESIGN APPROACH

The solution is grounded in a clean typographic hierarchy, a disciplined grid structure, and a restrained color palette led by signature petrol teal, navy, and off-white. By establishing clear typographic weights, custom color coding, and desaturated schematic mapping, the brand communication balances operational efficiency with an inviting dining atmosphere. The system treats every piece—from pocket business cards to large-format dining room displays—as an interconnected tool that reinforces brand recognition while making navigation straightforward.

DELIVERABLES

MENU

Editorial design and comprehensive system update for Forréttabarinn’s restaurant menus, covering both Reykjavík locations (the flagship Nýlendugata and the newly opened Frakkastígur) in Icelandic and English. The project required precise typographic structuring and hierarchical reorganization of the core offerings and multi-course tasting experiences (West Side/East Side Story, Blindsker, the vegan Foxtrot, and Sunday Roast), enhancing legibility, grid alignment, and brand consistency across intricate content requirements and spatial constraints. Each menu utilized a distinct color palette aligned with the brand guidelines.

The workflow involved a rigorous dual quality assurance process across editorial layout and bilingual copywriting, ensuring accurate usage of localized character sets, vegan dietary markers, and culinary alignments specific to each venue. The delivered print-ready artwork successfully balanced an effortless reading flow for guests with strict prepress production standards for physical delivery.

LARGE-FORMAT WALL POSTER

Development of a large-format interior poster designed to integrate both Icelandic and English menu offerings into a single cohesive layout. The piece prioritizes effortless readability and intuitive visual navigation through clear, minimal typography and strict grid structure, fully respecting brand identity guidelines while balancing high content density..

A-FRAME STREET SIGNAGE

Wayfinding and promotional sidewalk signage designed to guide foot traffic between key Reykjavík landmarks, specifically Hallgrímskirkja and the Sun Voyager sculpture. The display establishes clear directional cues for both venues while functioning as an enticing call to action, inviting locals and tourists to stop for a meal or drinks along their route.

COMING SOON / PRE-OPENING SIGNAGE

On-site teaser signage developed to announce the upcoming opening of the new venue. The graphics build local anticipation, establish early brand presence in the neighborhood, and introduce the community to the concept ahead of the official launch.

BUSINESS CARD

A pocket card designed to introduce Forréttabarinn’s second venue without visual clutter. The front presents a clean brand identity with key contact details, while the reverse combines a minimalist street map with color-coded modules for each location, delivering immediate orientation and contact information in a compact format.

META ADS

Strategic paid social campaign developed for Instagram and Facebook to drive awareness around Forréttabarinn’s dual-location presence and promote the signature multi-course tasting menus. The creative direction focused on high-impact visual hierarchy, pairing rich culinary photography with precise typography and the brand’s core color palette to ensure immediate recognition in high-speed feed and story environments.

Thank you!