Food Artists is a Malaysian franchising and food manufacturing company focusing on meat and poultry products. They support local and international F&B businesses by supplying processed raw products. Based in Melawati, Kuala Lumpur the company started by venturing in a burger franchise 'Abang Burn' which became one of the fastest growing food chain business in the country.
With the growing success of the franchise, they realise the need to come up with a better image for the holding company, Food Artists. My challenge is to create a fresh visual identity (logo, brand guide, basic stationeries) that is corporate looking to highlight the business part of the company but at the same time not losing touch with the F&B industry that they're in.
Some of the concepts. All but one won't see the light of day.
The main logomark is built from the company's initials. The idea behind it was inspired from 'saucing' technique in fine dining dishes where the sauces are presented in 'brush strokes'.
Exploring color combinations. Personally I prefer blue and orange but in the end we agreed on all green.
The outer frame stabilizes the logo and also to increase its application potentials ie. as a stamp. It also helps when the logomark is used alone without the name.
Primary font: Amplitude Bold. Secondary font: Liberation Sans.
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