MOONDOG PIZZA:
The diner at the end of the universe
Tagline directly inspired by the novel "The Restaurant at the end of the Universe", the 1980s sequel to "The Hitchhiker's Guide to the Galaxy". Although it was written in 1980, it still seemed like the perfect name.
deliberation
I was at an impasse when deciding on whether to change the word "restaurant" to "diner", though. I knew that calling it a "diner" would automatically put it in that Americana/1950s category upon first reading. So in that way, it could be pigeon holing the restaurant too quickly. But in order to make the physical nuances of the restaurant remain subtle, I felt it needed the word "diner" to push it. So that when the customer entered, and saw on the walls these retro looking cultural and space photographs, they'd instantly make the connection. When they read the menu, they'd get it. So I hope the tagline and design work in tandem with one another. The theme of this restaurant needs to be fun, not work. It's not a test to see how much you know about history, and if you're "in on the joke". The customer shouldn't have to figure it out before experiencing it. They should just experience it, enjoy it, and be offered a brief explanation as to what and why.