It is a legacy. It is a future. It is the best.
From a place of nostalgic but simplistic design rooted in classical principles to a contemporary take on a gorgeous style; The Kitchen Alliance's new image glows with a strategy rooted visual identity.
I am always perturbed by the fact that a logo so often comes to represent a brand. A brand is a combination of diverse elements, it's the gut feeling that a consumer has about the brand, driven by a unique identity. The image below happened before the rest of the brand. It was at once an inspiration for it and an expression of it.
It is styled after 19th Century Dutch Vanitas paintings and expresses intentions to be both the highest classical quality and the future of an industry. Vanitas is a style which was profoundly morbid but simultaneously optimistic and profoundly curious. The paintings represented the things we would take into the afterlife, it was a rejection of wealth that honoured experience and quality. This image is that expression. The brand is this image..
The crest has come to represent an undeniable symbol of power and heritage touched by the hands of master creators across millennia. This iteration of a classic icon incorporates the elements that define it as so powerful while adding a softer touch, even lines and gentle curves give this shape a familiar ease and calm self-certainty.
Simplicity and effectiveness are the principles that govern the Kitchen Alliance. I wanted their visual presence to mirror that passion for incontrovertible effectiveness, offering them a simple combination of typefaces and colours that would not take away from their impeccable range of products and service.