The objective for this project was to create a new logo and brand for a new fast-casual restaurant. The cuisine is Indian, Peruvian, and Mediterranean. They would be in direct competition with similar chains Yafo and Cava. The only direction I was given for the project was that they wanted to incorporate the fact that they serve 3 different types of cuisine, which sets them apart from their competitors.
I wanted to have a bright & fun brand that lends itself to a fresh and exciting atmosphere. I wanted elements to easily translate to interior elements and other touchpoints. The restaurant put their logo exploration on hold, but I was inspired by the concept and built out the designs to share on here.
The colors were chosen with influencing mood in mind. Orange is said to produce a hungry response, and yellow brings about the feeling of happiness. Two things that are very important for customers of a restaurant to subconsciously feel. I also wanted the colors to represent the three regions of food they are selling, working in conjunction with the iconography.
The blue waves are meant to represent the Mediterranean portion of the restaurant. The peach mountains represent the Andes Mountains that are quintessentially Peru. And the bright bold expressions of color translate to the vibrant culture of India. I boiled down these massive concepts to translatable and simple shapes, making them both meaningful and aesthetically pleasing.