Totem is a restaurant concept intended for central London. One of my colleagues at 3Stories had already designed the interior and had incorporated a custom totem feature as the centrepiece. The totem was based on existing architecture in the Clerkenwell area where the restaurant was located.
Rather than complicate matters, I proposed the name ‘Totem’ for the restaurant and designed an identity around the totem concept, incorporating the totem shapes into the logo and brand identity. The varying shapes formed patterns that could be utilised on menus, business cards and other restaurant collateral.