Food Shot
The chef recommends
Premio IGDEA 2017 Mejor Naming
Anuaria Selection Award 2016 Best Naming
Branding
Naming
Logo design
Corporate identity
In the beginning was the word — This agency specialising in food photography and products is highly characteristic, exclusive and personal.
They asked us to produce a robust, elegant, chic and memorable brand.
We suggested a very clear and direct name (Food Shot), reinforced with a tagline that is just as clear and direct: Still Life Photography.
Food Shot’s photographs are practically paintings, like 16th and 17th century still life. So rather than use overused descriptors like “gastronomy” and “gourmet” we decided to go for something clear and unequivocal: “Still Life”. Since the entire brand had to exude a classical, academic air. Developing the brand language further, “photography” was preferred to “photo” and “portrait” to “picture”.
After all, we had already used “shot” and “food” in the name. The “humble/select” duality of pictorial still life (in which formal elegance is used to portray everyday scenes) is present throughout the brand.
And then, the shape — Since the name actually weighs more than the tagline, the “popular-select” duality was unbalanced. So we compensated by composing the logo in a very purist and harmonious way. And we maintained the play on dualities in the fonts. Thus, the name is an exclusive lettering with a humanist spirit developed from a Roman typeface; and the tagline, a geometric and formal but very modern Raleway, which even serves as a regular typeface for corporate texts on the website and stationery.
