Client: Page 27 2018
Description: Brand Identity, menu design
Sitting in the middle of the Australian desert is a little cafe called Page 27.
A favourite among the Alice Springs local and tourist crowd, Page 27 had no clear concept or direction in their identity.
The scope of the project was very limited. The client needed a clear concept to inform the logo update and menu design. No business card or other marketing collateral was required. It was stressed that they needed it to be cheap to print and without the ongoing help of a designer.
Conceptually Smith Studio called on the eclectic and chaotic aesthetic that Page 27 cafe has. Given the literary edge within the business I thought of the 'Cut Up' method developed by the surrealists and Beat Generation writers / artists such at William. S Burroughs and Brion Gysin.
The top layer of the menu is a rotating schedule of text taken from the 27th page of whatever book or text that might take someones fancy. The randomised attribution of text leads to an interaction beyond the menu items and may leave a reader with philosophical profundity or a glimpse into how to change the oil in a 1976 BMW.
These texts are printed on transparent paper and transformed simplistically and within the confines of the average word processor available to the non-designer.