Bielke&Yang’s characterful identity for The Vandelay references Seinfeld’s George Costanza

Top-quality, affordable and uncomplicated; these are the founding principles behind Esben Holmboe’s warm and relaxing Oslo restaurant, The Vandelay. Derived from Seinfeld’s social pseudonym for George Costanza and his chameleon-esque adaptability to any given situation, The Vandelay finds a lot of graphic inspiration from the American TV show – implemented by Oslo-based design studio Bielke&Yang in their characterful identity for the restaurant. Hitting the ground running with a classic combination of warm-red and off-white, Bielke&Yang’s work not only is episodically referential to Seinfeld, but also to a classic bistro aesthetic; appropriating the language associated with nostalgic diners whilst modernising their approach. Playfully applying their identity across the breadth of the restaurant, from plates and uniforms to coasters and menus, the graphic language relies on its strong typographic sensibilities and characterful, charismatic illustrations. The illustrations in question are from the talented Ryo Kaneyasu, a Kurashiki-based illustrator known for their delicate linework. “We wanted a look between something analogue and digital,” Christian Bielke explains, stumbling upon Kaneyasu’s work and finding it a natural fit – producing refined but outwardly lively drawings that pair beautifully with their chosen selection of typefaces.