Fundamental LA
Fundamental began as a small lunch eatery located in Westwood Los Angeles. The brands lowercase and understated yet classic and sophisticated type choice and treatment reflect their menu offerings of the same nature. While so many other restaurants of the time were repackaging a similar ethos as if hip to a new revolution in food, fundamental wanted to present itself in a transparent, consistent, and trustworthy manner, void of the BS. The simple, clean, no frills application of the brand, in store graphics, craft paper, and cafeteria style lunch trays allowed the quality of food to shine through, which defined the memorable aspects of the brand and experience, instead of vice versa.
