Lift — Bar+Grill+View
A name that rose to the location
What do you call a restaurant that sits high above the water, has a killer view of Vancouver’'s Stanley Park, and is sure to serve up a good time? These restaurateurs had struggled with a name for some time before coming to the WOW agency for help. The restaurant’s owners knew they had secured a stunning location, but they needed a name that was equally inspiring.
One of the restaurant owners told WOW a story that struck a chord: he was standing on the platform where the restaurant was to be built and imagined he was on a cruise ship slowly making its way out to sea as the sun set. Then he asked WOW to imagine the excitement of the people on board the ship as the waving, envious onlookers watched them. I want people to feel like theyre on that ship, he said. Our location and architecture will do it, but I really want to capture it in the name.”
We designers printed out that story and posted it around the office. To begin the creative process of generating naming ideas, they surrounded themselves with imagery of the location, architectural renderings, and pictures of cruise ships.
The name Lift actually came to one of the WOW creatives on his way to the gym—proof that good ideas can happen anywhere. Back at the office, he asked if anyone had been to the new restaurant around the corner called Lift. People responded well to the name, saying it would definitely have been appropriate for the project—too bad, it was taken. It was a sneaky ploy, but it worked.
WOW's designers knew they wouldn't be able to present the new name to the client on a white piece of paper; they had to sell it. In order for it to be accepted, the restaurant’s owners needed to see their restaurant, not just a word. The creative team decided to fully develop the identity, including signage, chef uniforms, business cards, and even embossed cutlery, to make it real for the owners. They then created a keynote presentation (with music to set the mood) to make the conceptual restaurant come alive.
Giving Lift a Boost
The conceptual restaurant was described as a high-end bar and grill with a breathtaking panoramic view. Using the “Bar Grill View” descriptor, WOW set a tone that was classic and sophisticated. After an extensive study of typefaces, a clean serif type was chosen for its timelessness. Working closely with architectural and interior design renderings, the design team combined bold colors with the elegance of the typeface, creating a brand identity that complemented the interior space and the building’s striking exterior.
The floating letters in the logo play on the restaurant’s promise of a positive and uplifting dining experience, while the color story—deep black and metallic silver with a rust orange—draws inspiration from the rich fabrics and natural materials used throughout the building.
The client loved Lift. It was the ideal name for a brand identity that evoked both the soaring architecture and the aspirations of the restaurateurs. The food, the people, and the location are all designed to give you a lift.
This project involved:- Brand Naming
- Brand Identity Design
- Menu Design
- Signage Design