Harlem Shake
Instructor: Mia Culbertson
Year: Fall 2023
Branding Idenity, Packaging, UX/UI
Harlem Shake is a Philadelphia-based restaurant inspired by the rich legacy of the Harlem Renaissance, blending soul food with a celebration of African American culture. Philly, with its vibrant mix of cultures from both within the U.S. and abroad, is the perfect backdrop for this culinary experience. Our mission is to shine a spotlight on African American culture in the modern era, reviving the spirit of Black pride from a time when African Americans boldly celebrated their identity despite societal oppression. In a time of growing cultural division, we aim to foster unity and understanding through food and culture. The design of Harlem Shake not only honors African American heritage but also draws inspiration from the luxurious Art Deco era, blending geometric elegance with a warm, inviting atmosphere. Our goal is to create a refined dining experience that remains accessible to all, exposing guests to diverse identities and expressions within the African American community.
The Harlem Renaissance of the 1920s had a profound impact on American culture, showcasing the vibrant cultures of oppressed African Americans while introducing a new wave of art, music, dance, and cuisine to the forefront of history. For the first time, African Americans were able to gain widespread recognition for their identity and creativity, contributing to a cultural renaissance like never before. While the Harlem Renaissance is briefly taught in early education as part of American history, its significance is often overlooked in later years. Beyond elementary school, this transformative movement is rarely revisited or explored in depth, despite its lasting influence on American culture.
This project was deeply influenced by my early education on African American culture. Growing up, I often felt disconnected from my heritage due to the lack of black representation in mainstream American culture and education, particularly regarding the history of slavery and its impact on African Americans. I struggled with feelings of shame about my race, as I couldn't find a unique cultural identity to connect with or take pride in, especially one that tied to my ancestors' place of origin. Everything changed when I learned about the Harlem Renaissance, one of the most significant African American art movements in history. It shifted my perspective, revealing a rich cultural legacy that went far beyond slavery, offering a vibrant expression of identity, creativity, and resilience.
Logo Sketches & Drafts
When creating this brand, my goal was to craft a luxury dining experience that felt welcoming and accessible to everyone. I wanted guests to feel included and at home, regardless of their background. To achieve this, along with combining the elegance of Art Deco with the rich cultural influence of the Harlem Renaissance in both typography and graphics, I also designed imagery that reflects this fusion, with smooth, curved geometric shapes that embody the timelessness of both styles. Given that black soul food often features seafood and a variety of fresh vegetables, I incorporated seafood elements into the design, with shrimp as a key symbol due to its prominence in Southern African American cuisine. The color palette is inspired by the flavors of Southern seafood, creating a warm and inviting atmosphere.
Primary and Secondary Logo Final
