The client required a logo for a mobile oyster catering service where the main attraction is opening up oysters (shucking) at private events. 'Luxury' was a word that popped up repeatedly when I spoke to the client, so it was important that the logo aligned with the brand offering. The following options use black and gold colours chosen by the client.

Process

I always begin the process by collecting the keywords that come up in my conversations with the client; it reveals a lot about how they want their brand to be perceived. I then create a moodboard that visualises the keywords and provides inspiration for the logo concepts.

Option 1

Oyster shells are characterised by their rough wavy texture so this option alludes to an abstract representation of the texture. The waves also represent water; the natural habitat of oysters.

The round oyster pearl is another distinct part of an oyster hence the circular shape of the logo and the two circles on either side. A bold font was used to symbolise professionalism and dominance within the marketplace.

Option 2

The use of the circle in the letter ‘O’ symbolises the precious oyster pearl. This option uses ‘O’ and ‘S’ to form the logo while creating negative space in the shape of two oysters shells. The contrast of the thick logo symbol complements the thin font and mirrors the contrast between the hard shell and soft oyster interior.

Option 3

The client sent me a logo that he liked and wanted his logo to look like. This option brought in similar elements to the reference, like the ornate borders and serif font to feel like vintage luxury.  As a result, it carries less of a concept compared to the previous two options but it satisfies the client's curiousity of what this option would look like.

Final decision

The client chose option 1 because he felt that it evoked the luxurious feel he was going for. He asked for one change; swap the circles on each side to actual oyster pearls.

Quick reference guide

As well as the print and digital files, I also provided a quick reference visual identity guide for my client to refer to or send to third party agencies that create brand assets

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