Design Process


Situated in a magical forest, this tavern is intentionally concealed, making it challenging for humans to locate. 
Given the common association of dark forests with sinister themes in video games, the name "Dark Forest Tavern"
felt appropriately mysterious and intriguing.


To capture the essence of the forest, beer, and tavern atmosphere, a brown color palette was selected. 
Brown symbolizes the wood and trees of the forest, as well as the rich, amber hues of beer. A variety of tints, 
shades, and saturations were explored to ensure legibility and visual interest. This limited color scheme maintains brand cohesion
and simplicity, highlighting the brand's sophistication.


Traditional medieval fonts are often associated with taverns, inspiring the selection of a font that is both rustic and playful. A 
bold serif font was sought to convey strength and character. "Mr. Darcy" was chosen as the primary font for its decorative elements,
which enhance the brand's inviting nature. For the secondary font, "Taurunum" was selected for its bold, condensed style, 
lending a more serious tone to the brand identity.


The menu items served at the tavern inspired the incorporation of thematic icons into the brand. Four key icons—a eyeball, a bone, a finger,
and a potion bottle—feature prominently on menus, the website, and other branded materials. Additionally, aromatic herbs and onions, 
commonly used in tavern cuisine, were included to further enhance the brand's thematic cohesion.

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