PERLA & JOSEF
CATERING COMPANY
MY ROLE Art direction, Brand concept & identity design,
logo design, all print materials, UI design, icons design.
CLIENT Perla & Josef catering
WHEN AUG 17'
THE BRIEF
Create a visual identity to the catering to be applied on print materials and a responsive website.
ABOUT PERLA & JOSEF
The catering is located in a rustic place surrounded by nature. Head chef, Ziv Shelef, specialises in pastries and mediterranean cuisine. The beating heart of this kitchen is a duo of tabun ovens, black and white, producing sweet and savoury food.
THE CONCEPT
Metaphorically, the two ovens are a couple, Perla & Josef, who complement one another in the opposites they represent, creating perfection as one. A whole consisting of a duo was the leading thought creating this visual identity.
LOGO AND ICONOGRAPHY
Following the rustic and natural character of the company and the "two become one" concept, I created a symbol which is a combination: one side represents the sweet food and the other side represents the savoury.
The same thought led to a serie of icons combined by a plant, mostly a herb, and a kitchen tool. The icons are used for different categories in the menu, for different people in the business cards, as well as for a pattern used for a branded parchment paper.
COLOURS
I picked natural colours to integrate the nature and countryside surrounding the location in the visual identity
TYPOGRAPHY
I searched for modern fonts with a touch of a retro warm feel. The font Heebo is a bilingual web font which works great for print as well, so I could use it on all materials and have a coherent design between print and digital.
PATTERNS
The patterns were created after a need for deepening and evolving the identity. They are used on the parchment paper and on the menus as well as for background on the website.
C56 M64 Y46 K49
R78 G61 B71
#4e3d47
C32 M5 Y77 K0
R183 G204 B101
#b7cc65
white
RESPONSIVE WEBSITE
This is a simple website meant to depict the catering's atmosphere and qualities as well as introducing the people behind the food and hosting.
Menus
The menu is dynamic and changes often so I needed to find a cost-effective solution that would still look appealing. The solution was designing every page of the menu separately and place the pages in a designated designed pocket. That way, in case of an update in the menu only the relevant page would be printed and replaced in the pocket together with the other pages.
Branded parchment paper
PRINT MATERIALS
Business cards
