Thursday 14 Mar 2013
The brief was to design the brand identity for a new Peruvian restaurant, Ceviche, based in Soho. The owner and founder, Martin Morales, is Peruvian himself and wanted the identity to feel rich and authentic with a nod towards Lima, the country's capital. The project included design for restaurant signage, menus, printed ephemera, interior design features and website.
We were simultaneously tasked with designing the identity for Tiger's Milk, Martin Morales' record label. Tiger's Milk releases previously hard to find and collectable tracks of Peruvian Latin, Funk, and Psych. The identity needed to belong under the Ceviche umbrella but also have an underground feel of its own.
Inspired by the buzzing street food scene in Lima, the graphic identity of Ceviche borrows from the vivid and energetic vernacular inherent in Peruvian culture. We developed a hand-drawn logotype which incorporated key elements from Lima's coat of arms. The typographic style across the printed material combines a series of old, South American fonts with a functional, modern serif for body copy. The addition of found Peruvian ephemera adds authentic personality to the brand.
The Tiger's Milk identity was developed using the turquoise colour and graphic triple rules from the Ceviche identity. A separate hand drawn logotype element was developed, this time with a slightly more 'lo-fi' or 'undesigned' feel to reflect the personality of the record label.