This was fun. We wanted to share a hint of “the rugged fisherman” vibe through this brand identity design, but also connect with his audience–the sophisticated gourmet type. This is an original drawing by DK’s graphic design intern Angela Tomson under the creative direction of DK’s principal Akira Morita.
No pretense, and something a little different from your run-of-the-mill “foodie” aesthetic. Know what I mean? This is real wild salmon. Straight from the guy who catches it, a down-to-earth family guy originally from Wisconsin. The look had to match the people behind the brand: smart and straight-up.
In the first phase of DK’s branding process we talk a lot about who you want to sell to. For Spaccarotelli, it was locals in Seattle who appreciate sustainably harvested food, but are unpretentious about fancy taste. It’s not about showing off “fine taste,” but enjoying good food.
The story of who would buy Spaccarotelli got us thinking we’d introduce the company’s fisherman/owner to the folks at the Joe Bar cafe, a regular fueling station for Design Kompany. Lo and behold it was a perfect match. Joe Bar now serves up real wild Spaccarotelli in their salmon crepes.
Maybe next we’ll pair Spaccarotelli with some kind of Wisconsin cheese. If anyone knows of any nice varieties, let me know.
One Fish, Blue Fish for Miyabi Japanese Restaurant
DK’s menu design for Maekawa
Update: May 2008
Jeb Wyman, owner of Spaccarotelli, generously donated a king salmon to Design Kompany for our open house party, POP, in February 2008.
Above is a stand we made to share with guests the name of the company that brought the fish to the party. Notice that even when you’re making microdecisions, like what kind of paper to print on for a one-time event, the total imaging of the brand messaging comes into play. Here, we used linen paper, to build on the theme of fine, high-quality food. Texture just works.
One person came in and I asked, “Would you like a fizzy champagne welcome drink?”
She said, “No. I’m here to try the salmon.”
Now how’s that for brand awareness!
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