DESIGN RATIONALE

As I do my packaging design for shrimp pizza, squid pasta and pirate rhum, what I have thought is to consolidate them into one bar and restaurant. Which means there’s no escape to create logo design. I started of thinking for an aquatic name like Longfin which is a specie of squid. For the visual design, I want it to be bold since this not a fine dine in and that what I envision is that it’s a bar and restaurant in the shore where everybody could have fun.  I attempted to capture the 16th century illustration style from navigation maps of navy or pirates. I used the scratchboard style to the squid. Honestly speaking, I’m not interested in minimalist design as it is no more than an excuse to escape the tedious work of drafting. I prefer exaggerated design which can be embossed or engraved to any surface without compromising a single detail.

I also love to put movement through the squid tentacles and warping of fonts. The hardest part is the color scheme because the goal is to make the squid look tasty at the same time must be nautical. So I chose red and brown to make it look salty and smoked. Background is also important and it represents a skyblue painted stack of wood.

The different techniques I used in Adobe Illustrator are dual layer of Offset Path for the font, warping the the squid and use of round stroke to create the scratches.