Local 1205 (identity development, packaging, retail interior)
anticipated launch September 2009
Of all client assignments, cultivating an authentic brand personality for Local 1205 was perhaps one of the most demanding. This genre-bending establishment is brainchild of perennial restaurateur/entrepreneur Craig Weiss, who wanted to meld aspects of a New York City-style culinary experience with the comfortable familiarity of a cozy neighborhood market. Located in funky Venice, CA, Local 1205 is a haven for local organic produce amidst an oasis of artisan bread, cheese and wine. High-end dry goods and fresh cut flowers will be offered in addition to delicacies from the raw bar, the charchuterie station, and the wood burning pizza oven.
Initially as McRoberts Mitchell, and then as mm (identity lab), we used inspiration from a trip overseas to Italy, France, and Spain and developed an identity that is unique and distinctive (like the concept), yet likable and familiar (like the ambiance Local 1205 strives to create). The concept was further developed for implementation to the retail space, where the Local 1205 look and feel has been applied to packaging, exterior signage, and décor. The combined result evokes an old world charm befitting the client’s mission and promise: to create a neighborhood destination celebrating the most precious food in a most informal setting.