Cured is Edmonton’s premier wine bar, specializing in cured meats, artisan cheeses and locally sourced vegetables. Their vision is to create a relaxing environment in which you can enjoy their selection of over 50 wines as well as to provide the community with a unique charcuterie dining experience.
Opening a new concept restaurant is never an easy task. Owners Joti Dhanju and Field Pietrise had a vision for a new charcuterie restaurant located beside their already successful Zaika Bistro.
Over many conversations at the the early stages of the development, KLD worked with Joti and Field to create the overall aesthetic. Over chai, we swapped images of inspiration. Them with pictures of restaurants from all over the world, and KLD with images of charcuterie boards and restaurant interiors made of rough wood and antique lighting. Part dilapidated barn, part abandoned warehouse, part prairie cottage – somehow all warmed up and made to be inviting.
The charcuterie board paired with the vintage type was natural to be the logo, but a flying pig was another fun idea that came up. It didn’t become the logo, but a secondary element that makes his presence known on all the materials.