4 August 2017
The creative company La Tortilleria says that "Common Bowlery is a new bowl-centric fast casual restaurant in town. Its offer attracts the busy office crowd that usually lacks healthy lunch options; but everyone can walk in and enjoy a tasty breakfast, lunch, snack or dinner. Breakfast toasts, smoothies, prearranged menus or custom bowls —for vegetarians, vegans, half-vegans and meat eaters— are served at CB. La Tortillería created a complete identity system for Common Bowlery. The starting point was the development of a strong brand name. We took the unequivocal word “bowl,” and added the English suffix “ery,” derived from the old French “erie,” to the noun. CB's logotype presents a combination of two techniques: we used a fine custom handwritten style, or lettering, for the word “Common” and a robust, sturdy typography for “Bowlery.” The brand shows the gentle, delicate nature of its health-inspired roots, and the strong qualities of its solid product. For the brand icon, we constructed the letters “C” and “B” with three half circles, which are really an abstraction —the stylized silhouette of a front-facing bowl. This symbol was used across different applications in social media and marketing carriers. Also, we developed a series of catch phrases which reflect the spirit of the brand and communicate its unique characteristics: “Eat a bowl,” “Share a bowl,” and “Enjoy a bowl” are claims that define the concept of a bowl meal as eatable, shareable and enjoyable, CB's key traits. Some of the applications include postcards, hot cups, water bottles, carry out bags, stickers, dressing bottles, business cards and the printed menus for the restaurant and take-out service among others. When we created the brand colors, we knew from the start that we didn’t want to use the typical broccoli-green hues so overused in health-centered restaurants. Instead, we developed a color scheme inspired by lemons and mint. Finally, we produced a professional food styling photo shoot using Common Bowlery's bowls, ingredients, toppings and dressings. The result is a brand image bank well stocked with photos that we later used on different applications such as the official website and the restaurant's social media channels."
Credits: La Tortillería