Combining the raw and refined in a building that is 105 years old, the very space where Johannesburg's fresh produce market stood. The PotatoShed embodies the spirit of a bootlegger brewery, coupled with that of a Southern American barbeque smokehouse where guests can feast their eyes on beautiful, modern dishes that are prepared with pit smokers, fire pits, robata grills, and wood-fired ovens.

Handwork and meticulous attention to detail is found throughout the restaurant, not only evident on the menus but is expressed in the intricate brand identity.

Celebrating the rich traditions of early 20th-century steelplate letterform engraving we have showcased an elaborate and crafted style that lives on in the shaded and curlicued letters the wordmark. The identity was implemented using a variety of hand techniques, from rubber stamping, engraving to painting; whilst a complementary array of era-specific type families was used throughout the branded collateral creating an authentic mix of flavours true to the kitchen's dishes.

Agency The New Black
Creative Director & Brand Designer Christopher Gough Palmer
Interiors Life Interior Architecture
Photography Mariska van den Brink, Christopher Gough Palmer