Entomos is derived from the greek translation for insect. It also plays on the english word entomophagy, which is the act of humans eating insects.
It is a high class restaurant serving up Michelin star quality food, with a strong insect twist. The logo mark marries together an aspect of quality dining with an aspect of insect anatomy to deliver the metaphor. The branding is bold and brave, relying on a white logo solely applied onto black backgrounds. A pattern inspired by various beetle decoration is injected throughout to bring the brand to life, using two shades of emerald green. The typography is simple, using a contrast of the modern Gill Sans and the traditional Garamond small caps. As a brand, Entomos aims to be sophisticated, contemporary and bold.
"Hornet Tart - Scorpion Balsamic marinated Hornets, nestled in Grasshopper Crackerbread Pastry with Red Cayenne Honey Glaze."
Just before the restaurant opens, a small invite bag is sent out with a chocolate covered spider and some teasing copy, revealing what you should come to expect from Entomos in the future.
For the signature Entomos beverages & condiments, a lasercutter was used to etch the brand mark and accompanying details into the glass containers.
Entomos makes use of a teaser campaign to raise awareness of the opening of the restaurant.
In an attempt to make the campaign rather epic and all consuming, attention grabbing bible quotes from the coming of the locusts were used in three strategised stages. Partner this with some quirky city centre advertising, and the idea is that onlookers become intrigued, wanting to find out exactly what is going on in their city. It's new, different, and it keeps people guessing. The tagline and the logo work throughout the campaign to link it all back to food and dining.
The three posters would be erected around the city in three stages, in the order shown.
The locality would be overtaken by guerilla advertising. Open air preachers proclaim the biblical quotes used throughout the campaign, as taxis, trains & trams sport locust swarmed vehicle wraps
to heighten anticipation.
