In late 2012, Chef/Owner Warren A. and his brother, Bryan, came to us with a request to help brand their first food endeavor, a filipino comfort-food truck known as The Discussion Truck.
The truck did well, but it was merely a stop along the way to a bigger dream: owning a restaurant.
Flash forward to July 2014: Chef War hit us up, letting us know that the dream was alive, well and ready to reach a new milestone! He decided to park his mobile menu into a brick & mortar establishment, located in LA’s burgeoning food hub, Koreatown, LA. American comfort food combined with Chef’s filipino culinary influences, topping grilled cheeses, french fries, hot dogs and tater tots with braised oxtail (YUM), adobo, sisig (PORK!) or longanisa (sort of like a sweet/spicy chorizo). Chef asked us to brand his new restaurant, dubbed Belly & Snout, in time for their soft opening, which was two weeks from that email.
Naturally, we were ecstatic. As big fans of the art of cooking, any opportunity to work with a restaurant, especially new restaurants, is a great one. Given the short time frame, we started the design process immediately.
In discussing concepts and imagery, we agreed on the following elements:
– something simple, but meaningful
– something that reflects the Filipino influence being put onto American cuisine
– a little bit urban, a little bit contemporary, and a little bit hip
– minimal colors
So, off to task we went!
The first thing we addressed was the urban/hip/contemporary aspect. Knowing that chef war is a big fan of music, we wanted to pay a small nod to his appreciation by referencing the dot pattern of a turntable and using it as the framing device for the logo. We thought it would add a nice touch to the artwork and, if you love music, you’ll get the nod.
Now, onto the Filipino influence. We played around with the idea of using fonts that reminded us of jeepneys, with their unique and unmistakeable flair. As fun as it was, we felt it started to diverge from the first idea we wanted to convey (simple, but meaningful). It would just be too much of a stretch for consumers to understand the reference. Our next attempt was to take an element from Chef’s first endeavor, The Discussion Truck:
We really liked the understated use of the sun, which is featured on the flag of the Philippines . We tried a few versions with that, but found that it took away from the impact of the fat piggy we wanted to feature on the logo (which became known as Piggy Smalls, fyi.). So, we tried a different approach. Where Discussion Truck used visual cues to tip the consumer as to the type of cuisine they were having, we chose to use text, with a twist:
KUMAIN NA KAYO
Translated from Tagalog (the native language of the Philippines, from which part of B&S’s cuisine is based), it loosely means “Come Eat”. For many Filipino families, this phrase is pretty common. For non-filipinos, it’s an invitation to look up the phrase and get a hint of what Belly & Snout is cookin’
Now that we had all of our elements, it was just a matter of tinkering around with the layout, until we got the feel and look we wanted. A few days later, voila! Belly & Snout’s logo was born.
Belly & Snout
974 S Western Ave
Los Angeles, CA 90006