Responses by SDCO Partners
Background: The purpose of this project was to create a visual identity for a new restaurant concept in Charleston, South Carolina. The restaurant and cocktail bar Parcel 32 is housed in a historic 1837 home on King Street and attracts both locals and visitors for daily lunch and dinner services.
Reasoning: The Parcel 32 name references the original city block from the 1888 Sanborn Map. Details used throughout harken back to the railroad’s presence in Block 32. Additionally, the materials selected mimic the interior finished within the space.
Challenges: Creating a menu system that was beautifully designed but could also function as a template for the client to then facilitate and change daily. We selected materials, sizes and details that reinforced the integrity of the brand and enabled for adaptability.
Favorite details: The location itself had such a storied past. To honor this, we wanted to blend history with a present day sensibility. We combined simplistic, modern illustrations with historic imagery and classic typography to create a layered aesthetic. The result was an experience that felt established, yet fresh.
Visual influences: At the start of the project, our client shared railroad ticket stubs from the early 1900s. We created a series of submarks and iconography that was an interpretation of the tickets and other railroad ephemera. The historic site of the restaurant was also a major influence in the visuals. The architectural features and attention to detail are reflected in the brand and print materials used throughout the project.
Specific demands: Since the building was located in a historic district, all signage designs are presented before a board of architectural, and must meet certain requirements. Our original concepts included an interior light brass sign that felt right for the historic facade of the building. The board originally denied our requests, but after presenting our idea and showing them how discrete the interior lighting feature would be, we finally got approval!