My Role Designer
For this project I was
+ Creative Direction
+ Brand Ideation & Strategy
+ Web/Mobile Design
+ Uniform Design
+ To-Go Assets Design
About the Brand
The Purgatory is a lunch spot you can go to with co-workers and friends. I created
this concept and designed the website as
well as other branded materials.
According to some beliefs, a purgatory
is a place you go to after death - an
intermediary between heaven and hell (good and bad). And because of that
the Purgatory (restaurant) is broken
up into two different sections. One part of the eatery represents the good side where you can get healthy foods such as salads and smoothies, while the bad side allows you to enjoy the more indulgent foods like burgers and fries.
Web Design + Wireframes
I designed the website to reflect the two sides of the eatery, "good" and "bad". When you enter the home page you are directed to pick a side. Depending on the side you pick you are then sent to the corresponding menu page.
Scroll over the images to see the wireframes.
For the uniforms I kept the concept going by designing shirts to welcome the customer to the side of their choice.
Both shirts welcome the customer to their side but are done in their own special way.
The to-go bags and cups also play with the "good" vs "bad" theme. The bags have an inquisitive feel to them, so that a person who is not familiar with the eatery might wonder what is inside the bag.