Driven By Culture And Community
Tan Tan is a celebratory bar and restaurant inspired by the Tan-Tan Moussem and indigenous Moroccan culture. It is fueled by the concept of community and connection– the people, the threading of the textiles they work with and the importance of symbols and language to their identity and way of engaging with one another. Tan Tan is aesthetically driven by line work, symbols and the vibrancy of day turning into night. Within community, there’s a focus on openness and communication which can be observed in the environment of the area.
Initial Logo Exploration
The first round of logo research was driven by older logos whose forms alluded to ideas like day, night, sand, wind, desert and abstraction (Figure 02). From that mood board, combined with the line work of famous Moroccan textiles and Berber symbols, the six symbols in Figure 03 were selected for critique.
Final Logo Selection – The Tree
The final logo, known as The Tree, symbolizes an easy life, happiness and fertility, in addition to the center of the world surrounded by beings, objects, and spirits. It means life because of the roots and knowledge because of the leaves. Drawing on one of the oldest languages, this adapted ancient symbol was redrawn freehand to allude to the handcrafted nature of Moroccan art.
Type and Color
The word mark was inspired by the stone lettering in the sand at the Tan Tan festival (Figure 01). The Type was chosen due to it’s similarities to Arabic street signage. The color palette represents day and night, as well as the vibrancy of colors found at the festival and in textiles.
Using the assets created, I designed a layered menu that deepened in color in accordance to the meal each section represented. Original blocked patterns were used as added graphic elements on the front and back of the menu. Patterns based on Berber symbols created the outline for the photography that accompanied each section of the menu. This menu prototype was printed on thick paper using industry standard printers located at Pacific Northwest College of Art and bound by hand.
@tantanpalmsrings is the official Instagram page for Tan Tan, the restaurant. This page focuses on mealtime, merchandise, environment, emotive photography, patterns, people and place.
These sets were styled, with the help of two photographer assistants, to capture images that would establish a sense of activity and community within the theoretical atmosphere of Tan Tan.