When Puerto Chef, a local fish bar, approached me for assistance with developing a logotype and branding for their new establishment, they emphasized the importance of maintaining a low budget for all printed materials.
To address this challenge, I devised a solution centered around a monochrome logotype. By opting for a single color, we could significantly reduce printing costs compared to a multi-colored design. The logotype itself ingeniously incorporates the silhouette of a fish within the negative space between the fork and knife, effectively communicating Puerto Chef's core business activity.
For the overall branding strategy, I recommended utilizing brown paper and a minimal color palette. This approach, occasionally involving shifts between negative and positive color schemes, guarantees a sophisticated yet playful and contemporary design aesthetic, all while adhering to budget constraints. Furthermore, by integrating the icons from the logo into diverse patterns and assets, I enhanced the brand identity across various touchpoints, ensuring consistency and recognition.
