Designs for 'Easy2Eat' food service in Shanghai
The client is a startup catering company venturing into cooked food to be sold over the counter at food stations and in restaurants. The design brief calls for I. The development of a logo to be followed by a full corp orate ID programme. II. The design of a food station in a leading mall as a test launch. BRANDING We proposed the following concept for the logo: 1. A mascot or character of a happy mouth with two thumbs up. 2. Orange and red identifying colours to suggest appetizing food and friendly service. 3. Bilingual naming in accordance with the market norm with English given prominence. The client liked the concept but asked for alternatives to be submitted. We felt the essence of the design is simply the face and thumb, so proceeded with refinements, keeping the legs in one character for comparison. A heavy font the client specifically requested was incorporated. The client had a change of heart and thought we sho...