Food & Malt Logo/Manual Design

The final product
Brand Style Guide

My problem to solve was creating a logo in the criteria presented by the client. They wanted something that would appeal to their target audience but still stand out from their competitors.

The target group were adults 18-35 who live in the city and enjoy going out on the night scene. They care about food, culture, and appreciate good style and design.With our logo this logo I want to convey that Food & Malt also cares about having good style, are urban and trendy, and offer great food and culture.
This is my moodboard below.

I searched up bryggeri and spiseri. I got several hits of some websites I thought were appropriate competitors and wrote some thoughts on each of them.
Admundsen Bryggeri & Spiseri had a creative line of “dessert in a can” malts with stylish hipster packaging. They had nice cuisine a was very dark. Their interior style was very classic and simple. A lot of dark wood. It reminded me of a letterpress style.
Izakaya is japanese food & drink place in Oslo. They use instagram and facebook quite effectively to communicate with their customers and build trust and exposure that way. Thier accounts post a lot of comic book/martial art type pictures and some objects and items that make you think of japanese culture and cusine. They also post some of their food dishes which will give people cravings when they look for the photos and get a conviction to go there and try it sometime.
Egget in Stavanger plays on a homemade/rustic feel. They ephasize the hipster chefs and cuisine and their decor and advertising is very laid back and hand-crafted feeling. Very authentic. Their art and text use is handrawn and the way they serve their food is simple. It feels like home since nothing is over-decorated or flashy.

How I found inspiration:
After looking at the competitors profile I began getting a stronger sense of what drew our target audience in and what they appreciated. I looked up pictures on pinterest and found a few on freepik to make a moodboard for my the logo and style to roll with.

My moodboard has a lot of brick and worn wood, a black chain link fence and fun hanging moody lightbulbs. I liked the black and white look for the logo. I found a hipster chef that I used as inspiration to try and put myself in his shoes as either an employee of the place or a customer. I found quite a bit of hipster fonts that I liked which I used to help decide my own font. I included a cool 90’s style sweatshirt and some scribbly line art as well. All of these pictures held onto the mood and style that was described by the client. Hipster, letterpress, stylish.

Here are my first sketches. When creating this logo I had a hard time designing something that was “original”. I think in certain cases where you want to create the logo to have the simple/clean look like I wanted you have to accept that it’s not going to be “out there” or look like an extremely creative project. But I was very happy with what I created as it fit very well into the style expressions given and the positioning axis.
The style expressions given were: Hipster, letterpress, quality, homemade, professional. I feel confident that I captured each of these well in the logo and brand manual. The black and white is very crisp, professional and modern. The style of the text I chose was letterpress and had a handrawn feel but still clean and quality. It is traditional with a modern twist by adding a clean, square border and the seconday font which is thinner and more modern.

The requirements for the logo are:
It should be simple and easily recognizable. Timeless. Try to use no more than 3 colours. The logo may contain a symbol / figure / ornament. This is optional.
I am happy with the logo created and think it to be very fiting for the client, target audience, and the style they are going for.

This logo is timeless. It’s traditonal yet modern. The black and white are classic yet modern. The fonts chosen are hipster and letterpress and also professional and classic. It makes a statement that it is solid and strong with it’s bold font, black on white, and the square bordering it. It makes a statement that you can be masculkine while being expressive, and curvy and elegant in a way. That you can be a manly man with great taste and sense of style and appreciate the finer details.

The main type face- Back to Black- has a hand drawn look. It’s a traditional cursive font and has a letterpress feeling to it even though it’s quite clean and has some unique character. It is a bold font and it is curvy and flowing but still solid and masculine.
The accompanying font-Constantia- is traditional and slighly modern. It brings contrast to the bold, twisting Back to black by being very simple and small and tradional. I made some contrast between the two by using a thin version of this font.
I kept thinking back to the style expressions given when creating the fonts and design and when I found one I liked and was considering I went through and asked mysekf if it matched up perfectly which each of the five: Hipster, letterpress, quality, homemade, professional.

Black and White
I chose black and white because it’s timeless. It has a letterpress/newspaper feel but is also very clean and modern. It’s a professional color combo as well. I prefer the white text on black background because it is masculine and is like a chalkboard. Darker colors and moddy styles are very hipster as well.


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