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Monday, February 25, 2013by The BWD Team in Design
We’ve had the absolute pleasure of working with home chef Alex Mosko the past few weeks to create all of the strategy and production materials for his latest web project, “Town & Cooking.” Town & Cooking will feature an amazing digital setting for beginner and advanced home cooks alike to get comfortable with cooking by better understanding the basics such as “how to brown butter,” and “what type of eggs should I choose?” in the form of amazingly simple tip-cards attached to posts and recipes, in addition to a massive recipe database using our latest exclusive plugin for clients to take advantage of Google’s rich snippet data for recipes.
While there are a ton of awesome parts to this project–including the use of the revolutionary content e-commerce platform, Tinypass–we wanted to share with our readers what it’s like to first develop some initial direction for a logo, pick through the options, and then come out with a final winner.
Setting “the mood”
Since developing the perfect logo for a small business can be a definitely personal affair for an owner or other stakeholders, the BWD team takes the time to fully explore what the business means to them, the type of tone they’d like to set, and what tickles their visual fancy. To do this, we often set a collaborative mood board with a client, as seen above. In the case of Town & Cooking, we highlighted some of the bright and crisp kitchen inspiration that Alex had initially mentioned in our discussions that came across as friendly and unique.
After all different types of discussions with a client, our team truly start to draw out the magic of what we think they’d like to visually include in their brand. This process can take as long as a client needs, and often involves great discussions with clients, looking at lists of visual website details that they like from other businesses, working along side them in their offices, or even taking a walk with them to gather a better sense of their intended tastes.
The initial logo and design stories
The fundamentals of design are always about connecting various aesthetics through all of the senses available to us, we choose to present initial design presentations as “stories.” Quite often these stories are accompanied by abstract or detailed descriptions of the inspiration used for each story, in addition to the types of emotion the designer has intended to draw out. Here’s what we came up with for Town & Cooking after this important period of collaboration:
The final choice!
Each of these logo options definitely explored very unique aesthetics and while it would be great to use them all in some way, we definitely had to help Alex choose just one! Ultimately, we chose to work with the second story as Alex and our creative director agreed that it embodied a definitively professional yet warm tone. Since Alex may be considering a book in the future as well, we all agreed that a logo type and mark as seen below would be the perfect visual identity for such a project.
We also chose to warm up the colors just a bit from the original setting, providing a decidedly “learning how to cook like your grandmother were at your side teaching you” type of feel, and this is what ultimately put a real smile on our faces when thinking about the Town & Cooking brand. In addition to the final files, this entire branding process also included a set of style guides for our designers to consider later on, and for Alex to distribute to any vendors in the future who may want to use his brand or logo.
What do you think? Would you like to pursue this type of creative process for your small business with our team? Just give us a shout!
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