This is a logo I designed for a friend’s food service. The name is a pun on the Tagalog word “karinderya,” which refers to a small, local eatery offering cheap food. 

Karinderya dishes are typically served in the pots they’re cooked in. There’s no menu, but customers choose what they want to eat by going through a lineup of pots along the karinderya counter. I knew even at the concept stage that this was the image I wanted to start with: a girl opening a pot of food and liking what she found there. 

My goal was to communicate a sense of mischief and relish in the “Karen” character. I started with a rough paper sketch, then cleaned up the lines and added color using Adobe Illustrator. For the type, I chose Config Rounded. I felt that it complemented the artwork by having a good balance of structure and chonk. Karen, at least, isn’t distracted. — February 2017