CANDICE PEREZ-ANG
AGENCY
Tami Acena Group
SERVICES
Brand Guidelines, Logo Design
CLIENT
Candice Perez-Ang
INDUSTRY
Hospitality
I was contacted by Tami Acena of Tami Acena Group (TAG) to work on the branding for the chef, Candice Perez-Ang.
The entire project hinged on the tagline:
Feed Your Tribe had two meanings that I kept in mind while developing the brand:
The brand must reinforce
the connection between food
and nature.Eating is an act that can be used
to build community.
One of the major inspirations for the brand were the Girl Scouts. Aside from sharing the same principles about nature and our relationship to it,
we wanted to celebrate womanhood
and leadership as the client was carving
a space for herself in a largely
male-dominated field.
THE LOGO
INITIAL SKETCHES
FINAL LOGO
The final logo is a direct homage to the butchery business of the client’s family and the future that she was carving out for herself as a chef.
The logo is anchored by evoking the shape of a cleaver, a tool important to butchery and the wider culinary world.
SOCIAL MEDIA
Nowadays, social media is an important way to talk about food.
It was important that there was a cohesive voice among the different social media channels that the brand would be using.
Aside from the visual guidelines, I also provided content ideas that could be iterated on.
MERCHANDISE
We thought it would be fun to provide ideas for physical merchandise as well.