Logo and Branding: Fat Cow

Fat Cow is a specialist beef restaurant, located on Singapore’s Orchard Boulevard, that takes a Japanese Wabi Sabi approach to meat selection, preparation and presentation. The restaurant’s visual identity, developed by design bureau and think tank Foreign Policy, reflects their pragmatic approach to cooking with a simple visual combination of monogram, sans serif logo-type and seared wood finish.

“Drawing inspiration largely from the Japanese aesthetic – Wabi Sabi – with traits that include simplicity, economy, austerity, modesty and the appreciation of the ingenuous integrity of natural objects and processes, wood is used primarily as the platform of this brand communication. Note the non-uniformity and texture to suggest the Wabi Sabi beauty of imperfection. The mark and the laser etching on the wood are also reminiscent of the branding of cattle.” 

- Kindly provided by Yah-Leng Yu of Foreign Policy

I really love how the philosophy that underpins the brand’s dining experience has been translated across its visual identity. Each component, whether that be a graphic asset, colour choice, material selection or print treatment is, in isolation, elemental or perhaps rudimentary in either its construction, layout or application but united form a layered and complimentary visual experience without superfluous detail that feels incredibly honest and transparent.

The monogram, built from a lowercase character combination and straightforward ligature detail, is clear in its presentation of imperfection through its non-horizontal lines and inconsistent distancing from a broken outline. This keeps its fine-line weight from becoming too trendy or clinical and gives it a sense of traditional authenticity while also functioning as a mark of guaranteed quality seared across each of the collaterals. The negative space contained within its circular form frames the natural and uncoated wood surfaces, which neatly resolves the untainted simplicity of ingredients and an open approach to cooking and presentation. The accompanying logo-type mirrors and compliments the lightness of the mark with the  functionality of a sans serif geometric selection and wide letter-spacing.

The heat treatment across the rich red/brown laminates and veneers draws in the grilled aspect of the menu while the light line weight, minimal, spacious and monochromatic execution of the printed menus introduces a delicate sense of placement and presentation. Unfortunately this simplicity has been heavily compromised by a very dull and superfluous website and an unforgivable use of gradients, drop shadows and bevels across the Facebook and Twitter avatars.

Visit the BP&O Logo Gallery for a chronological guide to all the identities reviewed on BP&O.

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Richard Baird Richard is a British freelance designer and writer who specialises in the development of logos, branding and packaging. He has written for Brand New and Design Week, is an editor for The Dieline, has featured in Computer Arts magazine and also runs the resource Design Survival. Follow:     |     Twitter     |     Facebook     |     Portfolio     |     Contact