Going on a Food Trip


The client

Combining the culinary and marketing skills of its founders, FoodTrip is a start-up with ambitious plans to become a leading provider of culinary tourism.

The brief

FoodTrip asked us to create its first brand identity, ahead of its launch.

What we delivered

We created a bold, multi-layered brand identity to stand out amongst the clutter prevalent in the food tourism sector.

The core logo comprises the block-printed cross section of a garlic bulb – an ingredient typically used in the culinary traditions of the region in which Food Trip will operate – overlayed with a watercolour paint effect.

A warm orange used as the core brand colour provides a nod to the warm Mediterranean sun of the region. Meanwhile, a location pin replaces the full stop of the descriptor, to emphasise the travel element of FoodTrip’s offer.

We applied a heavy type weight to the font, and used white, to provide contrast against the abstract background, giving FoodTrip strong stand out.

To complement the logo and descriptor, we also created a set of illustrations that could be applied across FoodTrip’s marketing materials, to bring the proposition to life.

What the client said

“There could not have been a better match for us. It’s as if Sherlock Studio could read our minds and made FoodTrip’s logo and branding development something real and beautiful!” Anna Paula Duarte Guimarães – Director of Marketing, FoodTrip.

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