Client/
Chef Burger
Project/
Logotype improvement + Graphic system
Description/
Chef came to the studio needing to communicate in its graphic system a story with different concepts that keep the brand’s goal strong. In the midst of it, the opportunity arose to improve the logotype to make it easier to read in digital contents.
Solution/
Developing each concept, we designed different graphic items that tell a story about a journey around the love for burgers, such as “Burger Trip”.
Each and every one of Chef’s designs expresses their passion for what they do and their staff’s positive attitude. The unfolding of shapes and colors allowed the brand to keep connecting with emotions.
While working on the logotype, we took advantage of the fact that, in the customers’ minds, the sole word “Chef” is so established that it directly recalls the brand’s burgers. That’s why we erased the term “Burger”. We also managed to simplify the logo’s lines and to adjust the ascending and descending heights of each letter, giving it a friendlier look and making it easier to read on digital platforms.
