Take Two, per its name, is a second iteration. Previously a psychedelic late night ramen spot with pinball machines and vintage toys, the new restaurant needed to reflect the coziness of the neighborhood it was situated in while also embracing the grit that Portland, OR has in abundance. Across the street is Take Two’s sister restaurant, Gabbiano’s, a friendly neighborhood Italian-American spot serving comfort food and fancy cocktails. Take Two is meant to be a more casual, low brow version of Gabbiano’s but with its own unique twist—The Spaghetti Western. Overall, Gabbiano’s vibe is much more whimsical, earnest and upscale. Both brands like a bit of mess, imperfection and a laugh. Take Two holds on to more of a rogue, devil may care, casual spirit but with equally good food and drinks.
75% bar; 25% 60’s & 70’s film; 40% Italian food; 5% western; and 5% second tries (In concept only. The food and service are impeccable on the first try). Take Two is a bar that welcomes the neighborhood with a bit of grit, cheekiness, charm and a whole lot of good food and drinks.
Inspired by the serifs of the 60’s and 70’s plus a nod to the spaghetti western, the Take Two logo evokes the off kilter and imperfect nature of second tries. The logo mark revels in its imperfection and if you look at it long enough… the anatomy doesn’t quite add up. But why have one horse head when you can have two?
The brand’s visual motifs take cues from the cinematic tropes of spaghetti westerns as well as film concepts of the 60’s & 70’s. Additionally, the name Take Two inspires its own unique aesthetic that focuses on the personally imperfect and layering. There’s a casual, devil may care attitude to Take Two’s photography: blurred images, spilled drinks, and items strewn around. High contrast, slightly unsaturated photography + grain reference the aesthetic quality of spaghetti westerns.
CREDIT
- Agency/Creative: Julianne Seely
- Article Title: Take Two’s Bold New Brand Design Captures Portland’s Grit with Cinematic Nostalgia
- Organisation/Entity: Creative
- Project Status: Published
- Agency/Creative Country: United States of America
- Agency/Creative City: Portland
- Project Deliverables: Brand Identity
- Industry: Hospitality
- Keywords: WBDS Creative Design Awards 2024/25
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Credits:
Photographer: One Haus Creative