The Brief
The goal of this project was to choose the cuisine for a restaurant chain and create its name, along with the branding and collateral work. This included a custom logo, five accompanying illustrations, mural composition, and a simple animated design. The logo and illustrations were hand-drawn in Adobe Illustrator, and the GIF was developed in Photoshop. I chose to create The Munching Mermaid as a dine-in and take-out seafood restaurant. The logo and illustrations are intended to express a family-focused establishment inspired by whimsical English pub names.
Solution
After researching competitors, I selected a softer colour palette with pastels and a seafoam green to provide a warm aesthetic. The hand-drawn logo and cartoonish illustrations further express the brand as a family-focused established. Designing the logo was a challenge as it needed to stand out from the illustrations, while still matching the whimsical theme. I decided to hand-draw the letters instead of using an existing font to provide subtle imperfections. Moreover, the simple sans serif style ensures the logo stands out and allows space for the bite marks.
