Ask: Create a Brand Identity for a Spanish-country restaurant serving authentic tapas cuisine, located in Toronto’s St. Clair  West neighbourhood.

Target Audience: Young professional males with middle income, in their early-thirties to early-forties, holding more senior positions in their careers. Enjoy a night out on the town at least once a week, and are up to date on current news, fashion, and trends.

Execution: The visual brand personality of The Mischievous Goat mixes traditional concepts of the countryside and lore, with modern colours that are energetic, youthful, and current. It satisfies a thirst to be immersed in something wild and fun; offering an authentic experience that pushes past the monotony of the work day. It is the opposite of uptight, lending itself to the casual dining experience in an effort to let loose and enjoy. Appealing to our demographic’s tastes, the design references Art Nouveau on account of its interesting, stylized curves, bright colours, and cheeky representations, with a call to a “vintage” aesthetic.