Vovem Meat & Liquor
Steakhouse & Bar
Client: PB Devco
Project(s)
Logo Design
Branding
Print Design
Website Design
Social Media Asset Design
Creative Direction
Industry
Hospitality
Creating a contemporary brand for a premium Argentinian-style steakhouse
Vovem Meat & Liquor opened in 2019 as a brand new steakhouse concept, inspired by Argentinian grilling ethos. PB Devco required an up-market and effective logo and brand to present Vovem as the leading steakhouse in Aberdeen City.
A respected ritual and process, grilling in Argentina is not an offhand affair. An ASADOR (grill master) is an honoured role, with techniques passed down through generations. The Vovem Asadors and their Ox Grill is what makes the steak flavours so exceptional — grilling with wood, which gives the meat a subtle smoky taste and wholly enhances the flavour. It’s this culinary approach that sets the restaurant apart from competitors in the area. The venue concept was rooted in these grilling methods that have stood the test of time — with an added contemporary twist.
The brief with this project was not to reinvent the wheel. Although the overall look and feel of this brand is contemporary — there was logic to including symbology long associated with the hero product offering. Showcasing a bull in all its glory, in a graphic and versatile logomark that quite literally can behave as an impactful ‘brand’. The logo was designed to be adaptable and could be deconstructed to fit into different parts of the venue’s interiors, and suited to a huge range of brand applications. Traditionally expected brand elements were steered away from, and a striking cool palette of teal blues and purples was selected alongside bold sans-serif typography. The print design is heavily inspired by functional butcher’s signage and labels, with tables and grids resulting in a modern and clean layout across menus and supporting print materials.
In addition to leading the graphic and web design aspects of this project, I was also involved in the promotion and launch in a marketing capacity as well.
Wordmark signage on entrance to the restaurant space
Logo in practice: applications on chefs aprons, t-shirts, dining plates, engraved in wood panelling in the venue's bar and on oyster serving boxes, and on cast iron steak serving platters
Logos across kitchen items including meat labels, greaseproof sheets, and metal brands
Menu designs are minimalist and sophisticated
Logomark illuminated within the stone Chef's Table, logomark engraved across exterior and interior wooden panelling
Vovem Bodega logo signage, Vovem Head Chef Mark Lamont in his Vovem chef's whites and apron
Social media graphics
The Vovem Bar
The seasonal Vovem Bar cocktail menus feature more vibrant designs
Working in partnership for over a decade
Over many years of working with PB Devco, I’ve completed a wide variety of design projects for the company, as well as supported in marketing endeavours, provided creative direction and pitched ideas. From vinyl signage and van graphics to websites, menu designs, event/campaign identities, pop-up brands, packaging - you name it, I’ve probably delivered it. Hospitality is a fast-paced industry with frequently evolving requirements, so it is normal for there to be occasions where work needs to be delivered within tight timescales too.
As a family owned business, the PB Devco company directors are passionate and motivated about bringing a range of premium dining and entertainment experiences to Aberdeen city and shire.
Unlike large chain venues, which have one brand with the same experience in each premises, PB Devco operate venues that are all different in offering and style; their venue branding and collateral play a key role in contributing to the customer’s unique venue experience.
As well as this direct working relationship with PB Devco, I also communicate and align with their other contractors where required - for example, sharing moodboards and branding ideas with architects/interior designers to ensure the brand is consistent with the venue’s interiors atmosphere. I also work with local videography studio Attic87 in providing social media graphics to assist with social content, and other third party suppliers or contractors where required.