Development of the visual identity for the brand, including the creation of the logo and its implementation across various stationery materials needed to market Andrés González’s products.

Type

Client work

Year

2019

Place

Bogotá, Colombia

Role

Graphic designer

Tool

Illustrator and Photoshop

The client

Andres Gonzalez, Chef:

Andres is a Colombian chef who seeks to blend Mediterranean gastronomic techniques with the enhancement and visibility of local ingredients through the use of 100% organic national products for the preparation of his line of artisanal pastas and other dishes. Specializing in organizing corporate and private events, with a catalog of fresh pastas that he markets as part of his services, Andres aims to provide experiences that merge tradition and locality in both his service and personal brand.

Problem Statement:

Andrés González, a chef specialized in blending Mediterranean gastronomic techniques with local organic ingredients, lacked a coherent visual identity that adequately represented his unique proposal. The absence of a professional logo and stationery materials prevented his brand from standing out in a competitive market, making it difficult to gain recognition and connect with his target audience.

Goal Statement:

The goal of this project was to develop a coherent and professional visual identity for Andrés González’s brand, which included creating a logo and implementing appropriate stationery materials. The aim was to strengthen brand recognition, improve market positioning, and reflect his values of quality, locality, and organic products, in order to achieve a more effective connection with his target audience and stand out in a competitive gastronomic market.

 

 

Design process

Inspiration

  1. Inspiration from minimalist and organic aesthetics
  2.  Use of the circle as a symbol: References to “brush stroke logos” – logo designs featuring brushstrokes, commonly seen in art brands, or hand-painted golden circles, often used by companies related to wellness or artisanal food.
  3. Classic and modern typography: Combining elegance and tradition.
  4. Color palette of green and gold: These color combinations are typical in premium brands.

Moodboard

The circle as a central symbol: It represents the movement of rolling the pasta, its preparation, plating, and also symbolizes the gathering and unity of family.

Outcome

Typography and color palette

Stickers

Tags

Cards