Food has always been an integral part of the culture; it’s a way of bringing people together. As food has evolved from a means of survival to so much more, eateries become a place filled with social ritual aspects, an excuse to get together, and a space to bond.
Since Texas-style smoked beef is relatively new in the area, Hundred Smoke aims to carve a path by introducing their own-able voice. The new identity is not only expected to bring in the experience of casual dining restaurants that fuses Western and local taste, but it has to empower the local culinary landscape as well.
Our goal is that the brand has a clear and distinctive brand identity, so people have a good sense of what it stands for, and know exactly what it offers.
The logo was designed with organic curves to reflect the brand’s idea of natural, locally-sourced ingredients. The flame mix is designed to contain the initial of the brand, allowing the logo to communicate the brand in a more resonant way.
Another critical element of the new identity is the addition of a handwritten wordmark in the logo, which helps create a more human feel and look to the brand. It’s solid and stable, yet light and open. Together with the bold color palette, the identity would be in keeping with the brand’s values. The visual system dynamically expands throughout the design of the logo, prints, and packaging design.
Credits
Creative Director Allan Azhar
Graphic Designer Yopi Gozal
Copywriter Annisa Lista
Motion Designer M Nur Hidayat
Photographer Ailsza Izzati
Client Hundred Smoke
Contact us for a collaboration
hello@orkha.id
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