FLOWER PIZZA / VISUAL IDENTITY REDESIGN
case study | AKTO 2018
Project requirements: logo, manual book, corporate communication forms, other applications.
DESIGN STUDY
FLOWER is a classic restaurant in Mavili Square with the slogan "The best pizza in town". Its pre-existing vintage aesthetic is something I wish to retain through the redesign, the target group being modern and youthful customers.
The new logo consists of symbol and letters, which combine into a single unit. The choice of a commercial font was avoided in order to approach a freer style with reference to traditional elements. Calligraphic typography tends to evoke positive emotions with its fun letterforms. The goal through my vintage lettering approach was to revive the charm of old urban signs with a sense of nostalgia. The design of the word was first drawn on paper:
The symbol / icon blends the letters in a modern and minimal way. Its design process took place on the computer through experimentation and abstraction. I played with geometrical elements to form the pizza slice with flower on top, which also refers to the ingredients used in its preparation (pepper, tomato). Combined with the brand's name, the flower icon is forming into its suggestive meaning.
Development:
Final solution:
The color palette is limited to 2 tertiary colors, red-orange and yellow-orange, both vibrant colors that attract attention, thus enhancing the composition's optical power. Also orange is advised in its usage when it comes to nutritional products promotion.
Corporate identity applications:
Development of branding elements:
Rejected b&w versions:
Thank you!
