GTHR Catering · Brand system

01

The idea

Four guests,one table.

G, T, H and R pull up a chair around a dot, the way guests sit around a table. Everything in the system is set like that table: the mark, the menu, the drawings and the cloth.

The mark

Four at the table

The letters of the name gather round the dot. It reads as a monogram and as a seating plan.

The menu

Hummus · baba ghanoush
vine leaves · tahinaMEZZE

GRILLKofta · tawook
lamb chops

Molokhia · okra tagine
koshari · fattahMAINS

SWEETSOm Ali · basbousa
konafa

Courses, set like guests

Big course names, small notes beside them, stepping down the page.

The cloth

The Table Stripe

A broken stripe laid under everything, like the cloth before the plates go down.

The drawings

Drawn by hand

Loose fineliner drawings of the food and the table, the way you sketch an event before it happens.

Drag across

02

The board

Where the tablecomes from.

The board the direction was built on, piece for piece.

03

Colour

An olive groveat dusk.

Deep greens and browns for the grove, linen for the cloth, wine for the glass. Olive Grove leads; the rest set the table around it.

Olive Grove

The lead colour. Uniforms, the van, packaging and every dark ground.

HEX 4E462F
RGB 78 · 70 · 47

Moss

Olives in the sun. The second stripe, highlights, the odd accent.

HEX A29244
RGB 162 · 146 · 68

Vintage Wine

The glass on the table. Thread, seals and one accent per page, never more.

HEX 671E27
RGB 103 · 30 · 39

Walnut

Wood and leather. The cart front, the invoice folder, straps and handles.

HEX 52311E
RGB 82 · 49 · 30

Espresso

The ink. Type on light grounds and engraving.

HEX 351105
RGB 53 · 17 · 5

Linen

The cloth. Shirts, counter tops, light grounds.

HEX DBD3C7
RGB 219 · 211 · 199

Paper

Menus and cards. The lightest ground the system uses.

HEX EFE8D8
RGB 239 · 232 · 216

Pairings

Ink and ground always come from the palette. These six pairs cover every application in this deck.

Gg

Olive Grove · Linen

Gg

Paper · Espresso

Gg

Vintage Wine · Linen

Gg

Moss · Espresso

Gg

Walnut · Linen

Gg

Linen · Olive Grove

04

Typography

Aa Gg Rr

Fraunces Soft · Light · display and courses

Good food, good company.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789

Jost · text, notes and descriptors

A warm serif for everything a guest reads first: the name, the courses, the welcome. A clean geometric sans for everything they read second: the dishes, the details, the small print.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789

Amiri · Arabic display

سفرة واحدة

Noto Naskh Arabic · Arabic text

كشري، ملوخية، طاجن بامية، فتة وأم علي. أكل حلو وصحبة أحلى.

Eight ways to set a page.

The rules come from the stage-one menu you picked. Every card below is set live in the brand fonts.

Hummus · baba ghanoush
vine leaves · tahinaMEZZE

GRILLKofta · tawook
lamb chops

Molokhia · okra tagine
koshari · fattahMAINS

SWEETSOm Ali · basbousa
konafa

Rule 01

The course stack

Fraunces Light caps, leading 0.8. Each course steps off the centre, the next one steps the other way.

GRILL

Kofta and
shish tawook
lamb chops

Rule 02

Notes at cap height

Jost Medium caps, 7–9 pt, tracking 80. The top of the note sits on the cap line of the course.

Good food,
good company.

Rule 03

The turn

Roman first, then italic once, on the warm half of the line. Never two italics in a headline.

Koshari

·

كشري

Rule 04

Two scripts, one line

Amiri at 70% of the Fraunces size, on the same baseline, a guest dot between.

GTHR

CATERING

Rule 05

The descriptor

Jost Medium caps, tracking 300 to 420. It always sits under the name, never beside it.

Nour Ahmed

TABLE 04 · MEZZE FIRST

Rule 06

Centred service

Place cards, invitations and signs sit on one centre line. Lists and menus do not.

MEZZE · GRILL · MAINS · SWEETS
Friday · 8 pm · New Cairo

Rule 07

The guest dot

The dot from the mark is the only separator. No slashes, no bars, no bullets.

Display96 / 84 / 64

COURSE64 / 56

Heading40 / 28

Body copy in Jost10 / 11 pt

NOTE · DESCRIPTOR7 / 8 pt

Rule 08

The scale

Five sizes and nothing in between. Fraunces at the top, Jost from body copy down.

The rules · drag across

05

The logo system

Four at the table,written in.

The serif letters of the name gather round a dot, then the wordmark writes itself in underneath. Every version below is the same drawing, cut down for the space it has.

01

Stacked

02

Primary

03

Horizontal

04

Icon

05

Wordmark

06

With tagline

07

Seal

08

Oval badge

09

Solid roundel

10

Type only

11

Illustrated

12

Long-table roundel

Clear space and size

Give it a chair of its own.

Clear spacex on every side

xheight of the dot ring

Stacked, smallest22 mm · 90 px

Horizontal, smallest30 mm · 120 px

Icon, smallest8 mm · 32 px

On a dark ground, in linen.

On Olive Grove, Walnut, Wine and Espresso the logo turns Linen. It never sits on a box of colour of its own.

Stacked

Horizontal

Seal

06

The drawings

Drawn the wayyou set a table.

Loose fineliner drawings: the long table, the dishes, the hands that pass them. Eight of them are Egyptian, from koshari to konafa.

long table

place setting

wine

candle

bread

olive branch

hummus

lemon

hands sharing

host with tray

cloche

invitations

chafing dish

grazing board

coffee

napkin sprig

koshari

tea glass

feteer

tagine

mahshi

basbousa

ful medames

konafa

In use

One drawing per dish.

The drawing names the dish before the words do: on the buffet tag, the pouch tag, the bags, the sticker and the greaseproof paper. Always in one colour, never filled in.

Greaseproof paper · the icon scatter

Feteer bag · one drawing per dish

07

The pattern

The Table Stripe,the cloth under everything.

A broken stripe taken from a woven tablecloth. It closes a page, edges a box, runs along the van and the cart, and never sits behind type.

Linen on olive

Moss on olive

Olive on moss

Linen on wine

Wine on linen

Walnut on linen

Espresso on linen

Colourways · drag across

The icon scatter

The drawings, scattered and rotated, for wrapping paper, napkins and the inside of a box.

Olive mezze box open on a picnic table, the stripe along the lid — In use · the mezze box

Olive A-frame sign with the stripe at the foot — In use · the welcome sign

08

The oriental menu

Courses,set like guests.

The rule from the stage-one menu, written for an Egyptian table: big course names, small notes hung beside them, English with the Arabic.

The stage-one menu with large stacked course names and small notes beside them — Stage one · the menu that set the rule

The GTHR oriental menu on a plate — Stage two · the same rule, our courses

The plate menu card, with numbered parts

123456

The course wordFraunces Light caps, one course to a line.
The staggerEach course steps off the centre, the next one steps back.
The Arabic course nameAmiri, sitting on top of the notes.
The dish lineJost caps, short, hung at cap height.
The Arabic dish nameNoto Naskh, after a guest dot.
The footerOne tracked line: who, what and when.

Two-panel menu cover — Two-panel · cover

The menus · drag across

Hands holding the GTHR menu at dinner — In hand

Two-panel menu standing on a garden terrace — On the terrace

09

Uniforms

Dressedfor the table.

One wardrobe for the whole crew: olive canvas, washed linen, walnut and a little brass. Every piece has its own technical flat.

Service shirt and bib apron flat — Service · shirt and bib apron

Chef jacket and bistro apron flat — Kitchen · chef jacket

Host waistcoat flat — Front of house · waistcoat

Crew cap, tee and tote flat — Setup crew · cap, tee, tote

Technical flats · drag across

Service apron, linen-thread logo

Chef in a cream jacket with the wine icon, carrying mezze — Chef jacket, wine-thread icon

Walnut waistcoat with the brass name badge — Host waistcoat, brass badge

Crew cap and tee seen from behind — Setup crew, cap and tee

10

The cart

The live station,on wheels.

A counter that brings the kitchen to the guests: a fluted walnut front, olive steel, a linen stone top and the Table Stripe overhead.

Set up

Golden hour, before the guests.

The brass mark is pinned 15 mm off the fluted front, so it throws its own shadow. The stripe on the canopy is the first thing you see across the garden.

Cart · garden terrace

In service

The kitchen comes to the table.

Cloches up, koshari in clay, kofta on the board. The linen pendant keeps the counter warm-lit while the garden goes dark.

Cart · evening service

11

Brass for the host,paper for the dish.

The name badge and the table numbers are brushed brass. The buffet tags and the pouch tags are cotton paper, printed with the drawing of the dish.

Paper buffet tag, koshari — Buffet tag · paper · 90 × 45 mm

Paper buffet tag, okra tagine — Buffet tag · okra tagine

Round paper pouch tag with the bread drawing — Pouch tag · paper · Ø 50 mm

Brass name badge — Name badge · brass · 70 × 22 mm

Arched brass table number — Table number · brass · 70 × 108 mm

The tags · drag across

Two paper buffet tags in walnut blocks, in front of koshari and an okra tagine — Buffet tags · paper

Arched brass table number in a walnut block — Table number · brass

Bread parcel tied with leather and a round paper tag — Pouch tag on the bread · paper

The brass name badge on a waistcoat — Name badge · brass

12

Print and packaging

Paper, leatherand a good box.

Cards and folders for the people who book, boxes and paper for the food that travels. Linen and olive, with the stripe to close.

Thank-you card front — Thank-you card · front

Thank-you card back — Thank-you card · back

Business card front — Business card · front

Business card back — Business card · back

Walnut leather invoice folder — Invoice folder

Carry bag with the long-table drawing — Carry bag

Greaseproof bread bag with the feteer drawing — Feteer bag

Greaseproof paper with the icon scatter — Greaseproof paper

Print and packaging · drag across

Olive thank-you card held in a gloved hand — Thank-you card

Business cards on a steel table with Turkish coffee — Business cards

Walnut leather invoice folders with the debossed mark — Invoice folder

Place setting with an olive napkin and the place card — Place setting

Open mezze box on a picnic table — Mezze box

Linen carry bag with the long-table drawing on a leather banquette — Carry bag

The menu on the plate — Menu on the plate

13

At the event

From the gateto the table.

What a guest sees on the way in: the van at the kerb, a welcome at the gate, a sign that points the way.

The welcome

Welcome to the long table.

Olive powder-coated steel, linen print, the stripe at its foot. Names and date change per event; the layout never does.

A-frame · 600 × 900 mm

The way in

This way, to the table.

Linen board in an olive frame. One line, one arrow, the stacked logo on top.

Wayfinding · 600 × 900 mm

On the road

The van arrives first.

An olive wrap, the horizontal lockup in linen and the Table Stripe along the sill, so the van reads as the brand from across the street.

Van · side livery

14

Social

A feed setlike the table.

Three ways to lay out the grid from the same tiles: colour tiles typeset in the brand, photographs from the shoot.

gthr.catering

GTHR Catering@gthr.catering

Good food, good company.
Catering for the whole table · Cairo

FollowMessage

Menus

Events

Kitchen

Team

Book

▦▷☺

Colour checkerA colour tile on every other square, so the grid keeps its pattern as it grows.

gthr.catering

GTHR Catering@gthr.catering

Good food, good company.
Catering for the whole table · Cairo

FollowMessage

Menus

Events

Kitchen

Team

Book

▦▷☺

Row bandsOne row of type between rows of photographs. The stripe runs across all three tiles.

gthr.catering

GTHR Catering@gthr.catering

Good food, good company.
Catering for the whole table · Cairo

FollowMessage

Menus

Events

Kitchen

Team

Book

▦▷☺

PuzzleThree posts make one picture across the top row, then the grid goes back to singles.

The posts · drag across

The table

Spreads and single dishes in low warm light, always on linen.

The crew

Hands, aprons, brass and motion. No faces.

The details

Menus, tags, cards and the cart: the brand up close.

The words

Colour tiles set with the type rules and the drawings: the turn, the stack, one dish at a time.

15

From stage one

Still truefrom stage one.

The Option 01 mockups you saw in the first round that still match the final system.

Pasta, wordmark at the foot

Risotto, logo on the plate

Stage one · drag across

The food · drag across

16

What happens next

Sign it off,we set it in print.

01

Sign off

Tell us what to keep, what to push and what to change: a dish, a word, a colour, a uniform.

02

Brand guidelines

The system written down, so anyone can set a GTHR table without us.

Logo and clear space
Colour and pairings
The type rules
Drawings and pattern
Menus
Photography

03

Print-ready artwork

Files for the printer, the engraver, the tailor and the workshop.

Menus and cards
Brass and paper tag files
Uniform tech packs
Cart build drawings
Box and bag die lines
Signage and van wrap

Good food,good company.

Four guests,one table.

Four at the table

Courses, set like guests

The Table Stripe

Drawn by hand

Where the tablecomes from.

An olive groveat dusk.

Pairings

Eight ways to set a page.

The course stack

Notes at cap height

The turn

Two scripts, one line

The descriptor

Centred service

The guest dot

The scale

Four at the table,written in.

Give it a chair of its own.

On a dark ground, in linen.

Drawn the wayyou set a table.

One drawing per dish.

The Table Stripe,the cloth under everything.

The icon scatter

Courses,set like guests.

Dressedfor the table.

The live station,on wheels.

Golden hour, before the guests.

The kitchen comes to the table.

Brass for the host,paper for the dish.

Paper, leatherand a good box.

From the gateto the table.

Welcome to the long table.

This way, to the table.

The van arrives first.

A feed setlike the table.

Still truefrom stage one.

Sign it off,we set it in print.