New Model Idenity for Shy Chook by Perky Bros — BP&O
Text by Richard Baird
Shy Bird is an all-day dining cafe, rotisserie, and bar in Cambridge, Massachusetts. Its main mission is to bring chicken and the experience of eating chicken to the realm of the extraordinary through gastronomic know-how, beautiful interiors and visual identity designed by the American studio Perky Bros. Original Chicken “and descendant of the local chicken, and its beautiful but shy nature, the studio plays with contrasts, loud and quiet, brave and finely detailed. This runs as a continuous thread through the visual identity and connects surfaces to take away such as coffee cups and sandwich packaging with the dining surfaces of menus and coasters. This is achieved through bold color blocking and typography, a finer pattern, material structure, and small playful illustrations.
Sometimes a visual identity is just that. It doesn't say anything about the past or the future or the culture we live in, it just delights the present through ideas and the clash of type and shape, color and materiality. Perky Bros' work for Shy Bird is just that. It effectively interweaves an inviting and distinctive range of colors, high quality material details and finishes, highlighted by a noticeable continuity and variety on different surfaces that characterize this. While the color palette feels wonderfully unmistakable, especially the egg yellow on maroon / jungle red, it is the small touches, those of the shy bird hiding under a lampshade or falling into a drink that give this project its charm and appeal Add counterpoint to a good use of solid blocking and bold capital letters. Other highlights include a hexagonal pattern that alludes to stable wire and a mid-century quality in color, type, and illustration. The result is a beautiful interplay of humility and pride, sociability and sophistication. More work from Perky Bros on BP&O.
Design: Perky Bros. Opinion: Richard Baird. Fonts: parody.
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