MAG­I­CAL RE­AL­ISM

BRAND IDEN­TITY FOR RES­TAU­RANT

Computer Arts - - SHOWCASE - by Pen­ta­gram www.pen­ta­gram.com

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.”

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