Saint-Urbain produce two concepts in one with their nostalgic identities for Marigold and Goldies

Serving surf and turf from the heart of Nevada, Las Vegas’ Marigold provides a contemporary twist on traditional dishes, pulling on the eclectic heritage of the city across its sit-down dining area, as well as the site’s casual fast-food hot-spot, Goldies. Looking to convey as much through their celebratory identity, the restaurant turned to NYC-based creative agency Saint-Urbain, who delivered an unpretentious, authentic voice to the family-run business. “Our mandate for this project was to name and develop two concepts in one,” Creative Director Alex Ostroff tells, “harkening back to golden-era Las Vegas with a wink of Palm Springs,” appearing both theatrical and nostalgic without burdening the brand with ostentation. “Everyone has that favourite restaurant they went to as a kid,” Ostroff remarks, “and we wanted to have a brand that felt like that.” With this in mind, Saint Urbain opted for Pentel Signature Regular as the typeface for one of Marigold’s two logomarks – nodding to their friendly, retro Palm Springs point of inspiration. “For Marigold our logo is very familiar, rooted in the late 50s/early 60s,” Ostroff tells us, “we wanted it to feel like the marquee for a wonderful Vegas show,” he adds. A more digital twist was then created in the mid-century-inspired logomark for Goldies, as Ostroff recalls, through “adding some sharpness and making it a bit more computery.”