Otium is a contemporary restaurant that draws on the rich culinary heritage of Chef Timothy Hollingsworth. Adjacent to one of Los Angeles’ most important cultural corridors, Grand Avenue and neighboring The Broad Museum of Contemporary Art, the restaurant was designed with its neighbors in mind. Inspired by Otium's concept of merging indoor and outdoor spaces, we created a brand identity that brings the outdoors
to the inside.
The name Otium has its roots in Latin, describing somewhere that time can be spent participating in leisurely social activities. In line with this, the kitchen features an open layout, combining indoor and outdoor areas so that people can both socialize and relax in a casual atmosphere.
Inspired by this concept, we created a brand that bridges the outdoors with the indoors. We chose printed materials with textures that evoke the sense of natural elements such as sand, concrete, marble, wood and vegetation. The combination of different tactile elements gives the identity a level of sophistication, as well as a more hand-crafted appeal.
A large mural was also created to complement the restaurant's interior design. With custom lettering that we composed of shrubs and plants, it serves as one more method to bring the outside indoors.
Sagmeister & Walsh, 2015
Disciplines:
Branding
