The Creative Process Behind Elgin’s New Identity

Designed by Davy Denduyver

Elgin is a vibrant restaurant in Saigon, Vietnam, that merges the warm atmosphere of a bar with the elegance of fine dining. Davy Denduyver was invited to collaborate with the Elgin team on a rebranding project aimed at creating a memorable brand identity that would connect deeply with guests and make a lasting impression.

The name “Elgin” pays homage to Elgin Street in Hong Kong, where the founders first met. Each of them had worked in different restaurants along this bustling, multicultural street lined with a diverse array of eateries. 

This rich backstory provided the foundation for Denduyver’s approach to Elgin’s new visual identity. The founders’ strong commitment to hospitality and passion for restaurant culture were central to shaping Elgin’s brand as a tribute to the industry. The design concept revolves around the familiar appearance and layout of restaurant receipts.

For the logo, Denduyver created a clean, custom hand-drawn wordmark to evoke the feel of a personal signature or quick note, adding a sense of intimacy. The main typography draws inspiration from thermal printing used in receipts, giving it character through subtle printing quirks like repetition, stretching, and other slight imperfections. This visual language is paired with a distinctive color palette of dark green and light pink, balancing sophistication with playfulness—qualities Elgin strives to bring to each guest’s experience.

Davy Denduyver is a graphic designer and creative director based in Bruges, Belgium, where he runs an independent practice at the crossroads of multiple industries and creative fields. His approach is a dynamic mix of strategy, empathy, boldness, and playfulness, transforming core messages into cohesive, visually striking systems that inspire curiosity and invite deeper engagement beyond aesthetics.

Denduyver’s belief in concept-driven work forms the foundation of his practice. Every project is intended as a collaborative, lasting endeavor that not only serves its immediate purpose but also contributes to the evolution of its field. With a strong DIY ethos, he frequently embraces hands-on, tactile methods, finding unique ways to add analog elements to his work to reduce its purely digital nature, even if only in subtle ways.

Denduyver specializes in branding, visual identity, music, and merchandise design, delivering creative solutions that reflect his commitment to innovation and meaningful expression.

The Creative Process Behind Elgin’s New Identity

Elgin is a vibrant restaurant in Saigon, Vietnam, that merges the warm atmosphere of a bar with the elegance of fine dining. Davy Denduyver was invited to collaborate with the Elgin team on a rebranding project aimed at creating a memorable brand identity that would connect deeply with guests and make a lasting impression.

The name “Elgin” pays homage to Elgin Street in Hong Kong, where the founders first met. Each of them had worked in different restaurants along this bustling, multicultural street lined with a diverse array of eateries. 

This rich backstory provided the foundation for Denduyver’s approach to Elgin’s new visual identity. The founders’ strong commitment to hospitality and passion for restaurant culture were central to shaping Elgin’s brand as a tribute to the industry. The design concept revolves around the familiar appearance and layout of restaurant receipts.

For the logo, Denduyver created a clean, custom hand-drawn wordmark to evoke the feel of a personal signature or quick note, adding a sense of intimacy. The main typography draws inspiration from thermal printing used in receipts, giving it character through subtle printing quirks like repetition, stretching, and other slight imperfections. This visual language is paired with a distinctive color palette of dark green and light pink, balancing sophistication with playfulness—qualities Elgin strives to bring to each guest’s experience.

Davy Denduyver is a graphic designer and creative director based in Bruges, Belgium, where he runs an independent practice at the crossroads of multiple industries and creative fields. His approach is a dynamic mix of strategy, empathy, boldness, and playfulness, transforming core messages into cohesive, visually striking systems that inspire curiosity and invite deeper engagement beyond aesthetics.

Denduyver’s belief in concept-driven work forms the foundation of his practice. Every project is intended as a collaborative, lasting endeavor that not only serves its immediate purpose but also contributes to the evolution of its field. With a strong DIY ethos, he frequently embraces hands-on, tactile methods, finding unique ways to add analog elements to his work to reduce its purely digital nature, even if only in subtle ways.

Denduyver specializes in branding, visual identity, music, and merchandise design, delivering creative solutions that reflect his commitment to innovation and meaningful expression.