Art direction & illustration: Alyona Kovyazina
Logotype & lettering: Olga Efimenko
Logotype & lettering: Olga Efimenko
Interior/booth desigh: Elena Sazonova
"Chubby" is a new doughnut holes café that launched recently in Moscow. The brand identity was developed by FROMstudio in 2016 for home market and franchising and can be viewed in further detail on the studio portfolio.
I was involved as the logotype designer and lettering artist for the project. This project presentation features the logotype with its descriptor and a number of lettering works created as elements of the visual identity, as well as some preliminary sketches explaining the project’s complicated workflow. By the way, I'm blatantly abusing the guidelines here, just in case.
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The logotype The initial premise for the project was that of a flowershop and a doughnut store that work as a chain of friendly gifts. That’s why the initial logotypes were designed closely linked but distinctive.
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logotype workflow I went through sketches and sketches trying to define the style, ranging from bold and daring to soft and clumsy and even awkward with reversed contrast. Rounded letters would be only natural, given the name of the brand and the client’s wish to have an English bulldog as its main character and mascot.
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lettering bits A number of lettering slogans were designed as the other part of the visual identity, both in Russian and in English. My given objective was fitting them into rectangular boxes, hence the hyphens.
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descriptor & extras I did a number of variants for the descriptor and menu items over the duration of the project, mainly differing in copyrighting than anything else.
Chubby
thanks!
