American Classic Cuisine is Reinvented with a BLT Flair

Indigo Design has done a wonderful job at creating artistic and accessible Web sites for BLT Restaurant Group.  They are able to convey the overall experience of the BLT Restaurants through exceptional design.  Visiting the Web site is almost like visiting one of our restaurants!
-Laurent Tourondel, BLT Restaurant Group

Overview

When Chef Propritaire Laurent Tourondel was honing his new restaurant concept in New York City, he approached Indigo Design for assistance with everything from branding and logo consulting and design to Web and print design. Tourondel, the talent behind the critically acclaimed Cello Restaurant in Manhattan, wanted to present his adaptation of the American Steakhouse, elevating it with his signature style and all-around finesse. The result was the Modern American Steakhouse: BLT Steak.

© Photography by Quentin Bacon

Logo & Print Design

Taking into account the long-term vision of Tourondel’s BLT concepts, the “BLT” segment of the logo design had to be ready for alternative restaurant concepts. Through a series of brainstorm sessions and artistic mockups, Indigo Design considered logo/font treatments that could be applied to a wide variety of colors, media, etc. that would represent his restaurant & hospitality endeavors. This logo concept was then applied to the various collateral and promotional and marketing pieces.

© Photography by Quentin Bacon

Web Design

With the branding and photography completed, the main Web design objective involved translating the look, feel and experience of the physical restaurant and food. This included concentrating on powerful imagery while displaying limited text to convey the visceral elements of the BLT experience. This strategy was used to bring out the casual atmosphere yet sophistication of the establishment and cuisine.

Development

With the design component completed, Indigo Design investigated the various technologies to utilize in the site build. The compact, self-contained element discovered in the design phase, mixed with the client requirement of background music allowed for the use of Flash as the primary technology. Understanding the need for quick site loading and easy content management, Indigo developed to site to maximize speed and ease of use.

© Photography by Quentin Bacon

Result

Based on the overall success of BLT Steak, Indigo Design has continued to work with Tourondel and his BLT Restaurant group on his myriad follow up restaurants. These include: BLT Fish, BLT Prime, BLT Burger, BLT Fish Shack, and BLT Market (with partner The Ritz-Carlton Hotel). As BLT Steak (now 7 locations) continues to expand nationwide, we look forward to helping Tourondel and his team conquer the restaurant industry.
Visit bltrestaurants.com