BRAND IDENTITY FOR RESTAURANT
Pentagram’s Angus Hyland has created the name, strategy, visual identity and taglines for Tigermilk. This is a new restaurant serving healthy, fast Latin American food in Paris and other European cities.
Tigermilk is a translation of ‘leche de tigre’, the lime juice sauce used in ceviche, a Peruvian fish dish that’s a prominent menu item at the eatery. The distinctive name is not only a nod to the brand’s heritage, but is also intended to appeal to a wider audience than might normally be attracted to a Latin American restaurant.
“The contemporary new logotype playfully uses negative space to create a striking monogram that can be replicated on menus, coasters, signage and social media,” says communication manager Dominic Haley. “In contrast, Hyland’s designs and illustrations are a further callback to Tigermilk’s Peruvian and European connections, referencing the magic realism of Latin American literature with the surrealist art of early 20th century Paris.”