Stories of design across all media


Grabbing Cross-media by the Roostertail

When the gods aren’t too upset with you, they send you the types of bread-and-butter jobs that keep your fortunes afloat – a website, stationery and business-card combo, perhaps, nothing fancy. But occasionally the gods smile on you and you get the opportunity to create an entire three-dimensional customer experience from scratch.


  • logo design
  • branding
  • corporate identity
  • website
  • interior design
  • menu design
  • social media

The gods clearly enjoy the work of San Francisco’s MINE studio, as they were brought in to create an entire user experience – for a restaurant. The studio’s mission was to “define the brand, the attitude, the personality, the look and feel” for the American rotisserie chicken restaurant Roostertail in San Francisco’s Fillmore area, explains MINE Principal/Creative Director Christopher Simmons.

Signage, logo, décor, menus, website, business cards – everything was up for grabs. And MINE made some daring choices – you don’t often get the word “carcass” showing up in the description of a restaurant logo, after all. And in this game of chicken, Roostertail never blinked, trusting the studio’s instincts every step of the way.

That’s because they recognized that restaurant design, like every cross-media project, is really about the art of telling a story, or tail if you prefer. (No chickens were harmed in the preparation of that pun.)





Author: Sabine Lenz

Sabine Lenz is the founder of PaperSpecs, THE online source for paper information, inspiration and insights. A graphic designer with more than 20 years of experience in Germany, Australia and the United States, she writes frequently for several industry publications and is also a speaker on paper and related topics.


  1. I love to hear the story as told by the designer. I think you get a clearer picture of the process of the design thinking and the developement of the outcome.

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    • Our thoughts exactly, Doris :-)

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  2. the tattoo, be it real or fake, is sexy

    Post a Reply
    • And like most tattoos, will get you into a lot of trouble really quickly.

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