In the Republic of Belarus there is one very old tradition that came from the distant Soviet Union – on Thursdays all meat products in the diet are replaced with fish. On this day of the week in each restaurant, at any catering point only fish products were on the menu, and later a fish day turned into the tradition. My client is an online store of fish and seafood which took its name “Chetverg” (rus. Четверг) implying the famous phrase and its meaning. The slogan of the store is “fish day, every day!”
First of all I compiled a list and collected various pictures which I found necessary and interesting for the task solution. Further the process of generating ideas and creating a concept began. The idea to create a logo by combining two signs (a scoop for fish soup + fish) took some time. It was long, logical work. When the sign began to loom which we see now, something was still missing. Adding four small elements symbolizing the steam from a soup or bubbles from a fish gave the charm and completeness to the logo. Also special attention was paid to icons for the fish and seafood catalog which are placed on the site. I would like to highlight the smoked fish icon which is made by combining the sign of fish and smokehouse.
Everything was developed in Adobe Illustrator. Retouch of the photos was taken in Adobe Photoshop Lightroom and Adobe Photoshop. A food shooting was conducted to demonstrate the products of the store. Dishes for the shooting were prepared by a professional catering specialist.
The logo cut a swath both in my mansion and among the store customers. Then after unloading on Behance I received a lot of feedback about the developed brand. Through the example of the work I strengthened my ability to create a logo with ambiguous meaning.
Many thanks for reading!
You can view the full project at https://www.behance.net/gallery/51831507/Fish-store-brand
Instagram – https://www.instagram.com/miranchukova/
Client – www.chetverg.by