When we started to work on DUMBO's branding we were spoiled for choice. Jono had a huge range of influences and many sources of inspiration for us to explore, including our personal favorite- his hand-illustrated notebooks chronicling every thought he had during the creation of the space, menu and feel of DUMBO. It was an incredible period of growth and experimentation as we crafted DUMBO's visual identity.
When it came time to create the invitation for the grand launch event, we wanted to create something special for each invitee, something physical they could keep if they wanted, hand delivered to their home or place of business.
The striped element was taken from the main menu design with foil accents and metallic strips to seal each envelope.
Inside each envelope was a simple invitation with Jono's signature playful copy and a customized name badge for each invitee and another slightly smaller badge for their plus ones. The badge design incorporated 80s design elements with neon accents and a custom bubble font. The idea of the name badges were a nod to the name badges worn by wait staff at DUMBO.
The inside of the envelope and the back of the invitation featured the visage of the timeless Sophia Loren. At the very beginning of the design process, Jono mentioned he wanted to see this Italian icon make an appearance. Originally we created a series of physical collages using the gelatin printing process and classic black and white Sophia photos. These collages were then digitalized, enlarged and became part of the bathroom design at DUMBO.
When it came time for the invitation design, we couldn't resist incorporating some of this artwork.