This cheeky handbook is distributed to every new employee of the now-esteemed Vinsetta Garage, a restaurant that pays homage to its automotive roots just north of Detroit in Berkley, MI. Restauranteur and imaginative thinker, Curt Catallo, recreated the well-worn and well-loved mechanics shop that was built in 1919 into a brush-steel restaurant that serves reimagined home cooking. With the copy written by Curt Catallo, I created a handbook to mimic his vision of bringing the past mechanics shop into the modern world.
Below, I have included a few spreads from the handbook to give a an idea of the look and feel not only of the book, but of the restaurant. If you have the time, please also read some of the copy, which goes into the amazing stories of his other restaurants and all of the pain, sweat, and tears that went into the Vinsetta Garage.
This project was truly one of my favorites because I felt completely embedded in the creation of this restaurant. During my second summer interning at Union Adworks, an ad agency also owned by Curt Catallo, I was able to work not only on design work like this handbook or signs for Vinsetta Garage, but even helping with permanent fixtures in the restaurant, including helping with handmade wallpaper and even painting a 1960's Corvette Paint-By-Numbers that now hangs on the old mechanic shop's walls.