Founded by brothers Benyam and Yonathan Yohannes, 51 & Tel is a reflection of their lifelong connection to Oakland’s vibrant food and drink scene. Growing up in their parents’ iconic Ethiopian restaurant, Asmara, they always dreamed of creating something uniquely their own. I helped bring this vision to life, delivering a comprehensive brand identity including a mobile-friendly website and menu design.
Visual Identity
Crafted by Off the Couch Design, 51 & Tel’s brand identity mixes fresh energy with a vibrant palette, shaken up to capture the warm, down-to-earth spirit of Oakland “The Town”. The typeface provides a refined structure, like an elegant piece of glassware. Next the colors add zest and depth, from citrusy highlights that brighten the senses, to earthy undertones that linger pleasantly.
Typography
Colors
Website
I put myself in the shoes of the customer to design a website as inviting as the bar itself and efficiently gets them from point A to point B, no matter what stage of the night it is.
- Mobile First. People looking at the website are most likely coming from another mobile app, such as Yelp.
- Vibrant Life. To attract business, there should be plenty of photos depicting not just the space, but also a diverse crowd of people vibing and having fun.
- Lemon Squeezy. Access to vital information, such as location and hours, must be as easy and straightforward as possible.
Menu
I also designed 51 & Tel’s cocktail menu, delivering on both aesthetics and utility. A good menu should be visually appealing, but like a physical space, no amount of fancy decor can make up for poor feng shui. Once the foundation is in place, the style serves to elevate, not compensate.
Social Media
With 4,000 followers and counting, Instagram is 51 & Tel’s primary channel for audience engagement. Graphics should be both visually captivating and instantly communicative. They also need to be rich with brand expression; take this announcement for karaoke nights. Beyond simply conveying date and time, it must signal what vibe guests can anticipate upon arrival.
