PECKISH
BRIEF / PROCESS
SCOPE OF WORK: Logo Design
Peckish founder and owner Joseph Johnson wanted a rebrand for his catering company. The business was growing and he felt he needed a mark that was more "mature" and he wanted more than just a decorative font; he wanted a mark that had presence and unique, distinguishable elements he could use across the expanded brand identity he was building out. Because of my prior custom lettering and illustration work, I was recommended to him by a fellow designer (check out some of Samantha's amazing work on instagram).
My approach.
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He wasn't entirely sure what specific direction he wanted to go in, so I presented some concepts to him based on his ideas and goals for the brand, each going in a somewhat different direction. The intention here was to help him hone in on what sense of aesthetic he preferred.
He liked the simplicity and legibility of one of the options, and felt it had the bold presence he desired, however he wanted a symbol/image incorporated in a way that was more definitive than what was presented in the current options; a symbol that not only complimented the logo as part of the whole, but maintained the logo's identity and visual consistency when used as a stand alone image for the brand.
Old logo.
To achieve this, I used a stylized fork and plate to create the "P" which worked well for the overall mark, and resulted in a strong visual element that's very quickly recognized. The design also provided a solution for the need for separate but distinguishable elements, usable independently as part of wider branding and promotional strategies across multiple mediums.
The last step was to create a set if icons for use across social media and print material, to represent various aspects of the business and its offerings.
