Meat Studio devise a formidably confident identity for THK inspired by mid-century Italian design
Independent Beijing and Toronto-based design practice Meat Studio have crafted an unapologetically bold, chunky and formidably confident identity for Beijing-based Italian restaurant Tiago Home Kitchen (THK). With a vibrant colour palette setting the scene in reference to the restaurant’s Mediterranean context, the identity is rife with typographic expression; revolving around enormous and unavoidable custom lettering within unexpected and charmingly loud layouts.
As if it were performing, the type is playful on the page, making reference to the modernist forms of mid-century Italian design. “We wanted the THK lettering to exist almost as an object itself,” Meat Studio tell us, “almost a sculpture or art piece.” Also referencing the iconic furniture of the period and country, the wordmark has an innate robustness and friendliness – the latter of which is a tone similarly embodied in THK’s supporting typeface Pitch Sans.
“We wanted a gentle clash of styles with the core identity elements we were building with,” Meat Studio recall, exploring many expressive ventures before settling on the monospace typeface in question. “It has a quality that is slightly mechanical and rigid,” they explain, “but when you look closely, you see gentle curves and human touches,” perfectly encapsulating their adoration and inspiration of Italian mid-century design without becoming a pastiche in the process.