THE CHALLENGE: With a legacy spanning decades, Costa's Family Restaurant stands as a beloved fixture in Covina. Tasked with a comprehensive overhaul encompassing branding and interior design, the goal was clear: strike a delicate balance. The new design must pay homage to the cherished traditions that resonate with the loyal elderly patrons, yet possess an allure that captivates a fresh, younger audience, ensuring continuity without alienation.
THE SOLUTION: Striking the perfect balance between comfort and allure proved challenging, yet the solution emerged through a celebration of the restaurant's architectural charm. By enhancing existing features, Costa's Family Restaurant was seamlessly transported back in time, resonating with cherished memories for current patrons while riding the wave of the midcentury modern resurgence. The wordmark exudes simplicity and dignity, infused with a contemporary flair. Warm hues dominate the palette, evoking nostalgia and stimulating the appetite. Cream counters and table tops complement natural woods, while accents of sunny yellow and California orange add vibrancy against rich brown undertones. Sleek cognac brown leather seating was selected for its durability and easy maintenance. Vinyl floors replace cumbersome tile, facilitating furniture rearrangement and simplifying cleaning. Wood slat and beam ceilings pay homage to midcentury modern aesthetics, extending onto the patio equipped with fans and electric heaters for climate control. The minimalist reception area seamlessly blends with the casual, cool ambiance. All that is needed is a tall glass of lemonade and the nostalgic tunes of the Beach Boys wafting through the air.
LESSONS LEARNED: Through the process of rebranding this cherished local restaurant, I discovered the delicate balance between honoring tradition and embracing modernity. I was forced to rethink my ideas about preserving nostalgia while revitalizing the Costa’s brand to appeal to more modern consumers, as well as their usuals. Additionally, I learned the power of storytelling in conveying the restaurant's rich history and emotional connection to patrons, ultimately ensuring a seamless transition that respects the establishment's legacy while propelling it into a new era of success.