I'm so excited to finally be sharing this logo + brand design process! Wasted Kitchen + Pub came to me last year in the very beginning stages of planning their restaurant. They wanted to establish a strong brand identity and unique logo incorporating the core values of their restaurant - which is to use every part of the food so that there is little to no waste. For them, that means using everything from nose to tail and from root to tip (such clever taglines!). I immediately fell in love with the idea and wanted to create a logo design for them that visually exemplified just that.
During our consultation we talked about incorporating a pig somehow to really communicate the phase nose to tail. The first logo concept I created for them grouped together a variety of fruits, vegetables and other foods to form the shape of a pig. The next two options played off the restaurant's use of quality meats and produce to combine the ideas of using every part - from nose to tail and root to tip - with a unique icon that splits a pig and a beet. And the last concept is heavily text based with the letters in the word WASTED being a bit askew to play off the tongue in cheek name. The fun part about that concept was the pig nose hidden inside the white space of the A.
The client's favorites were Concepts 1 and 3, so we worked to incorporate the layout and icon of Concept 3 with the more classic fonts of the first concept to give it an overall more sophisticated feeling. We created a color palette using purple to represent the beet and brown to represent the pig + the earthiness of the restaurant itself. Lastly we created a submark of the logo with the taglines surrounding the logo in a circle so that they can use it in a variety of places like on coasters or as a watermark.
We both loved the shapes of the food from Concept 1, so we found a way to incorporate them into the branding by creating a custom pattern. We applied it on the back of the business card to give it a really special design that will be an instantly recognized part of their brand. We also incorporated a rustic wood texture for their brand that helps communicates the farm-to-table style that they will be known for. In the end, Wasted Kitchen + Pub walked away with an innovative logo design + submark, a business card and brand pattern to help them solidify their restaurant in the minds of their patrons from the very first encounter. They will be able to carry these elements through to their menus, decor, and so much more when they open their doors.