The Creative Process Behind Elgin’s New Identity
Designed by Davy Denduyver
Elgin is a lively restaurant in Saigon, Vietnam, that seamlessly combines the cozy ambiance of a bar with the sophistication of fine dining. I was invited to collaborate with their team on a rebranding project to craft a distinctive brand identity that would resonate deeply with guests and make a lasting impact.
The name “Elgin” is a nod to Elgin Street in Hong Kong, where the founders first crossed paths. Each founder worked in various restaurants along this bustling, multicultural avenue lined with a rich variety of eateries.
This meaningful backstory serves as the inspiration behind Elgin’s refreshed visual identity. The founders’ dedication to hospitality and genuine passion for restaurant culture shine through, shaping Elgin’s brand as a heartfelt tribute to the industry. The entire design concept revolves around the familiar look and structure of restaurant receipts.
The logo is a clean, custom hand-drawn wordmark, intended to feel like a personal signature or quick note, capturing a sense of intimacy. Meanwhile, the primary typography reflects the aesthetic of thermal receipt printers, adding character by creatively playing with elements from printing quirks, such as slight repetition, stretching, and subtle errors. This visual language is further enhanced by a unique color scheme of dark green and soft pink, merging elegance with a sense of whimsy—qualities that Elgin aims to embody in every visit.
Davy Denduyver is a graphic designer and creative director based in Bruges, Belgium, where he runs an independent practice at the crossroads of multiple industries and creative fields. His approach is a dynamic mix of strategy, empathy, boldness, and playfulness, transforming core messages into cohesive, visually striking systems that inspire curiosity and invite deeper engagement beyond aesthetics.
Denduyver’s belief in concept-driven work forms the foundation of his practice. Every project is intended as a collaborative, lasting endeavor that not only serves its immediate purpose but also contributes to the evolution of its field. With a strong DIY ethos, he frequently embraces hands-on, tactile methods, finding unique ways to add analog elements to his work to reduce its purely digital nature, even if only in subtle ways.
Denduyver specializes in branding, visual identity, music, and merchandise design, delivering creative solutions that reflect his commitment to innovation and meaningful expression.
