DISCIPLINE 

Branding & Logo Design     

DATE

Summer 2016

CLASS

Identity Design 2

KEY WORDS. 

Artisan _ Retro _ Modern

DETAILS

Creating a cohesive brand identity using icons along with custom typefaces, that come together as a collective system of brand applications. For this project, we were asked to design a logo and brand identity for an existing retailer. I chose to select Fatted Calf, a small charcuterie in San Francisco for my redesign. I aimed to try and include some of the brands character and persona back into the logo.

This charcuterie is name Fatted “Calf” not because they sell calf meat, but because they believe in only collaborating with farms that raise healthy, cruelty-free animals in a sustainable and eco-friendly manner all the way to adulthood. I had to work with creating graphics of cows instead of calfs in order to stay true to the meats offered by the charcuterie. By updating the brand color to a darker shade of red than the original, & along with a new custom designed type and graphic lock-up, I was able to create a wide variety of deliverables with the company brand integrated into them in order to show different ways that the retailer could expand with the new revolutionized brand identity system.