Capicola’s had a name, a location, a vision and a logo all ready to roll. Three of the four were on point and good-to-go. The last part, the logo, needed some work. Vigor’s challenge was to edit the logo to bring its quality to the level of a brand that could easily be recognized and remembered. With the logo set, Vigor was tasked with creating unique touch points that stand on their own while adding to the overall brand identity.
Scrutinizing the supplied logo we found a few weaknesses in the design that needed fixed. The brandmark was surrounded by a superfluous square with a thick border. Also, the rendering of the “C” mark was too detailed to be able to be quickly recognized. We removed the extra elements and softened up the design.
Each element of the restaurant’s package was crafted to push the Capicola’s brand and support its unique offering. We rooted each piece in the core elements of the brand (typography, color palette and graphic elements) to create a graphic language across each piece.
Finally, the apparel for the employees was designed to be simple, yet unique with the logo’s elements placed in new areas so it would grab the customer’s attention.