Apéro Charcuterie Brand Design
Brand Identity Case Study
Background
In the Spring of 2023, I enrolled in a visual design class where we had the exciting opportunity to research and design a brand of our choosing. The only requirement was that it needed to be consistent and adaptable across multiple mediums.
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My partner and I decided to create a charcuterie board business named Apéro. Apéro is a restaurant that specializes in the concept of customers creating their own charcuterie boards. The name Apéro was inspired by the time of day when people typically enjoy charcuterie boards. We aimed to give the restaurant an upscale yet casual vibe and wanted to reflect that through our brand, including logos, fonts, and color palettes.
My Role
Responsible for creating the mission statement, brand identity prisms, competitive analysis, logos, digital and physical mediums, concept sketching, and wireframes
Team Members
Rayann Liang
Connor Wright
Duration
March 2023
May 2023
Mission Statement
Aperó offers guests the unique opportunity of creating their own personalized charcuterie boards. We aim to ensure that our customers treat themselves because they deserve the good things in life exactly as they want them.
Competative Analysis
Founding Farmers
Color Palette : richly saturated but not too garishly attention-grabbing. This helps give a warm and comfortable vibe to their online appearance.
Font : Serif fonts for the text of their body paragraphs to suggest the contents of the restaurant as being a high-class / upscale setting. Their logo and headers, however, use sans-serif to make them still seem accessible, modern, and not incredibly formal.
Brand Identity Prism
Visual Style Guide
Font
Website Font
Color Palette
Neutral colors to reflect the upscale casual vibe
Red, green, yellow as the primary colors for building the logo because they are some of the colors you would see while building a charcuterie board
Used beige as a more simplistic background color
Logos
Final Product
Business Card
Website
Charcuterie Board Take-out Box
Reflection
In this project, we were given a lot of creative freedom to define the brand and determine the direction for our final products. Initially, this posed a challenge as it was difficult to narrow down the possibilities. We overcame this by opting for a more practical approach, selecting specific deliverables we wanted to highlight and then working backward to define the creative direction. This taught us to look at things from a different angle if we were ever stuck on a problem.
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One of the most significant takeaways from this project was learning to leverage our strengths and weaknesses as a team. During the project, I noticed that we often had differing opinions at the beginning due to our distinct interpretations of things. Instead of allowing these differences to become sources of conflict, we chose to emphasize and complement each other's strengths.This allowed us to create a project that we could have only created together, achieving the results we desired.