Background. Bowlizious is a salad bar in the business district of Sydney. Their main products are takeaway fresh salads, soups, pasta and rice preparations, all packaged in bowls, which customers usually consume at their office or in the nearby park.
At the last moment, the client provided a specific benchmark name that gave strong direction about the look and feel of this brand presented. My brief was to design a strong and compelling visual brand identity that could also appeal to a young and dynamic clientele.
Taking into account the name and the products of the client, I decided to focus on the bowl as the main character of this branding. While experimenting with a stylized bowl drawing I immediately associated it with the shape of a smile, similarly to as it appears in Amazon’s logo, and from there with emojis.
Primary and secondary logos. Bowlizious’ primary logo is a playful and flexible icon, that works both in positive and negative space. It is composed of the iconic mark, a symbol evoking a smiling emoji, and the wordmark all small caps in Hakuno typeface. Secondary logos have been created for various purposes and can be a fun and playful way to present the logo on packaging, printed materials used within the establishment, staff outfit, merchandising and marketing communications, both traditional and digital. They reinforce the logo identity and can include secondary items to illustrate a specific product, meaning or call to action that the company wants to push. Bowlizious can use different iconic marks playing with the logo and expressing different emotions. Alternatively, the logo can be shown with 6 different emojis.
Colour palette and visuals. In the last brief review, the client presented the Australian fast-food restaurant chain Guzman y Gomez as a benchmark for their visual brand identity. From this competitor, I took the black and yellow colour palette, the young and dynamic look and communication assets. In the brand book I provided to the client I gave instructions on how to optimally take advantage of the primary and secondary logos, as well as of the iconic mark, colours and elements in order to implement at best the visual brand identity I designed for them and creatively apply it in all their communications and marketing campaigns.