At the core of the design concept is the circle, symbolizing the bowl from above
The orange, blue, and green palette highlights the food's freshness and healthiness
The entire identity is designed to be as fresh, fun, and customizable as the food itself
For Pagoda, a fast-food restaurant focused on healthy meals served in bowls, we developed an identity that emphasizes on personalization and freshness. At the core of the design concept is the circle, symbolizing the bowl from above. The logo consists of six circles, each containing a letter of the brand name. The position of these circles can be rearranged, just as customers can curate and customize their own meal.
By cutting the circle in half, symbolizing the bowl from the side, we developed a pattern that can be applied across posters and other media, again underlining the food concept. To further strengthen the connection between the food and the visual identity, all photography is ideally shot from above, representing the circular shape of the bowls and reinforcing the idea of a personalized meal experience.
The color palette of orange, blue, and green highlights the freshness and health-conscious nature of the food. The entire identity is designed to be as fresh, fun, and customizable as the food itself—showcasing the idea that with Pagoda, your meal is as unique as you are.
Brand name & strategy: Sjoerd Zonderland