I came up with the concept for Secret Dinner Society and absolutely love how it turned out. I will often create faux briefs for myself when I first sit down to work on a project as a way to get the creative juices flowing. That is exactly how Secret Dinner Society came about. I have heard about secret dinner clubs around the world, but thought it would be fun to create a West Coast themed one.

My initial idea included a surfer vibe, with vintage flair infused throughout. Here are some initial sketches:

I then solidified some of those drawings with fine line:

I really wanted to convey the surf vibe through the delicate illustrations. While illustrating, I thought about the type of people that would attend a dinner like this. These folks are 25-55 years old, they appreciate slowing down and gathering together over great food and excellent conversation. They aren’t fussy. The dinner might be hosted on the beach, starting just before dusk and leading into the night, gathered around a communal table with candles and an abundance of delicious food.

The color palette conveys the vintage flair I was hoping for- with bright yellows and subdued blues. I also had a lot of fun mixing a calligraphic font with a sans serif to further convey the surfer/vintage relaxed vibe! Here is a mockup of the menu:

And finally, the branding concept all together!

I hope you enjoyed having a peak through my branding concept for Secret Dinner Society!