Background
The Cutting Board is a holding company that operates in the restaurant and catering industry. Comprised of individuals with backgrounds in the food industry, the team includes renowned chefs and successful restauranteurs in the Arabian Gulf region.
The brief
The client requested a name and identity that emphasises the company's operation in the food industry and reflects the personality of its members and their goals in the industry.
Key words to consider were the following:
corporate; clean; modern; high-end; food-related
The concept
The name:
The name cutting board was suggested to the client for its double meaning. First, its obvious relation to food preparation; a literal cutting board. Secondly, a metaphoric "cutting board" where the "board" members "cut" out the bad ideas from the good ones.
The design:
A simple monochromatic design to reflect the no nonsense approach of the company.
A typographic treatment was chosen to further emphasise their to-the-point mantra. Consisting of an all caps Gill Sans, the font reflects the modern spirit of the company and its "board" members. A singular "cutting" line was chosen to offset the typography and add an element of dynamism.
