Project Overview
✦ Crafting a new brand identity that balances French authenticity with a warm, inviting atmosphere for one of Portland's most beloved and unique dining destinations. A personal rebrand of existing Portland restaurant Le Pigeon, redesigned to better reflect its unique aesthetic and atmosphere.
Client Background
Le Pigeon is a French-inspired Portland restaurant owned by award-winning Chef Gabriel Rucker. Known for its seasonal menu, intimate atmosphere, and blend of traditional French techniques with modern flavors, it has earned multiple James Beard Awards. The cozy space features communal tables and an open kitchen for a uniquely lively dining experience.
Reimagining the Soul of Le Pigeon
Although Le Pigeon includes incredible French charm and cuisine, its visual identity doesn't fully capture the restaurant's authentic spirit. Reimagining its brand was an opportunity to honor Chef Rucker's award-winning vision while creating a stronger connection between the intimate dining experience and its visual presence.
Ideation
During the ideation phase for Le Pigeon's logo redesign, I conducted initial research and developed a mind map, then designed over 20 logo concepts to establish the brand foundation.
After receiving critiques, I selected an open birdcage design that subtly alludes to a pigeon without directly depicting one. To support this concept, I created three additional brand identity elements that reinforce the pigeon theme through abstract visual language.
To support this concept, I created three additional brand identity elements that reinforce the pigeon theme through abstract visual language.
Application
I applied the new visual identity across key touchpoints including menus, letterhead, business cards, and exterior signage. Each application maintains brand consistency while serving its specific function, from showcasing seasonal offerings to establishing street presence and extending the restaurant's refined yet approachable character into professional communications.
Reflection
This project taught me how to translate a client's existing atmosphere and identity into a cohesive visual language. Working through multiple rounds of concept exploration made me understand how important it is to ground every design decision in the brand's core values rather than visual preference alone.
As one of my first complete brand identity projects, I learned the value of building a thorough mood board and ideation phase before committing to a direction. Developing the extended identity system early, including the nest, feather, and bird track illustrations, made it much easier to maintain consistency across every application from the menu to the tote bag.
Le Pigeon gave me hands-on experience translating a warm, intimate dining experience into print, digital, and environmental touchpoints and deepened my confidence as a visual communication designer.