Redesign for Port Elizabeth South Blvd Café

The South Blvd Café’ is situated in close proximity of the South End Museum in Port Elizabeth owned by Junaid Muller and managed by Amanda Lehlokoe. The focus is on a contemporary and comfortable eating experience. The new identity and design sensibility should express the influences of the South African urban experience whilst simultaneously drawing inspiration from South African history and culture. An important aspect of this concept is people and the experience of socialising and eating together. An important consideration is to generate a connection between with the Cafe identity and the South End Museum at a symbolic rather than literal level. Particularly important here is the spirit of the South End Museum as embracing diversity in a way that brings ‘togetherness' and transformation whilst acknowledging ‘difference' and sensitivity to the and the loss and alienation of the 1948 forced removals, as such "to provide an accurate picture of the life once enjoyed in this bustling and diverse neighbourhood” (quote from the South End Museum website).

You have been commissioned to reconceptualise the brand of the café particularly in light of the relationship the café has with ‘place’, ‘people’ and ‘identity’ in terms of its proximity to the South End Museum. In light of this you are to reinvent the design and produce a completely new vision for the brand, including a new logo and the corporate identity system. Engage with how the identity and meaning is to be visually experienced by the patrons of the restaurant.

2015