Evo, 2024

art direction ★ branding ★ events ★ content

I began Evo’s refresh in the hopes of breathing new life into all aspects of the brand, both digital and physical, while maintaining its well-deserved reputation as one of Portland’s top restaurants.

The space, menu, and brand were reworked simultaneously with the common goal of a dynamic and energetic guest experience.

I knew I wanted to maintain the brand recognition of Evo’s distinct wordmark. I began the brand identity by addressing some technical concerns with the logo, such as scalability and legibility. I landed on the perfect geometric lockup to contain the text.

Layering geometric shapes became a visual thread that carried through the brand, inspired by Middle Eastern tile work, the unique shape of the building, and 70s graphic design. The window wrap became a staple physical brand feature, doubling as a privacy screen. It was important for the remaining decals to allow for views into and out of the restaurant’s signature glass exterior walls.

The new brand would be launched alongside a repackaged prix fixe menu: The Evo Experience. I created a dinner menu that highlighted the Evo Experience in an intuitive way, while also showcasing an a la carte offering and an extensive beverage program. After the menu’s introduction, prix fixe sales increased immediately.

I added a library of illustrations for extra playfulness, also to contrast the bold geometric shapes while highlighting the ingredients and handcrafted cocktails.

Lastly, I created a simple launch campaign for social media to introduce the new look to Evo fans new and old.