Westbound

Westbound represents everything we love about working in and for Los Angeles: the old becoming new again through a sophisticated modern lens.

Rooted in LA’s earliest transportation history, Westbound’s concept speaks to a time when the well-healed were on the move and California represented everything that was fresh, worthy and exhilarating. With luxury train car as muse, we designed each of Westbound’s brand touchpoints to convey the sexy romanticism of travel during the Belle Epoque era. Opulent gold foil on distinguished navy, eclectic pairings of typefaces, marbleized textures, monogram and wordmark all reference art deco design – the W manipulated into the grill of a train engine.

The crowning jewel of the brand is their menu, imagined as a beautiful book complete with a vintage hand-drawn map of the historic area, a glossary of their exotic small plates, their impressive cocktails list (each with provenance and illustration), and badges inspired by train and travel iconography.

Date:

April 2016

Services:

Branding | Copywriting | Menu Design | Signage

Photography:

Project M Plus

Project-M-Plus_Westbound_Logo_3 project-m-plus_westbound_collateral_3 project-m-plus_westbound_collateral_5 ©Project-M-Plus_Westbound_Sticker Project-M-Plus_Westbound_Collateral Project-M-Plus_Westbound_Collateral_2 Project-M-Plus_Westbound_Postcards_1 ©Project-M-Plus_Westbound_Stamp Project-M-Plus_Westbound_Postcards_2 Project-M-Plus_Westbound_Plate Project-M-Plus_Westbound_Badges Project-M-Plus_Westbound_Menu_1 Project-M-Plus_Westbound_Menu_Story project-m-plus_westbound_menu_4 project-m-plus_westbound_menu_7 Project-M-Plus_Westbound_Menu_2 Project-M-Plus_Westbound_Menu_3 ©Project-M-Plus_Westbound_Menu_Icons Project-M-Plus_Westbound_Exterior_3 project-m-plus_westbound_interior ©Project-M-Plus_Westbound_Website