füd - specialty catering

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füd - specialty catering
design / branding

FÜD is a catering business in Hollywood specializing in high-end food for groups of 30 or less. The brand needed to speak to the selective nature of the organization and the culinary ideals of the chef. It had to be fully formed and strong enough to speak on its own without overshadowing or interfering with the theme or brand of the event it was catering.

I designed an overtly elegant yet simple brand that comes across as ornate without being oppressively so. The embellished simplicity echoes the chef's flavorful minimalism (his recipes use 5 ingredients or less) while at the same time providing a recognizable thread that ties it all together without overpowering the event's theme by disguising itself as embroidered white linen. The "barely there" printing is often difficult to photograph or see on screen...