Based on the French idiom “tout de suite”, meaning right away, Tout Suite is a spot to socialized or study with a cup of coffee or a dessert. The casual cafe located in a former automotive shop in Houston’s developing East of Downtown (EADO) neighborhood was seeking an identity which could combine their inspirations with the area’s post industrial history.
Scope of work
- Logo & visual identity
We wanted to create an identity which not only encapsulated “Paris bistro on-the-go” but gave a nod to the area’s, and Houston’s history. The East of Downtown neighborhood— despite being right next to downtown Houston— had largely resisted change and remained a sleepy shell populated by defunct machine and automotive shops. Tout Suite was an exciting addition, providing a desired amenity and reusing a building with plenty of timeworn character.
Houston’s downtown also has a rich history of art-deco inspiration and architecture which seemed to be a perfect bridge on which to join the cafe’s roots and French inspirations.
Machined yet delicate, we crafted a logo of bold geometric patterns, a monogrammed crest, and typography evocative of the days when “to travel” meant globe-trotting rather than commuting. The strong diagonals, which reduce to left and right facing arrows in the sub mark, convey motion and direction and mimic the monogram’s shape.