Midnight Picnic

Midnight Picnic is a new venture by the same Chef Mary of Fab Fare. This startup is a bit different though. Instead of food, it's all about food gift giving and party favors.

Mary is someone who know what she wants and knows the kind of look and feel that she wants to portray in her marketing and branding. That was the case with Fab Fare and it was no different with Midnight Picnic. She had her sights set on a whimsical logo that wasn't food related. Giving us a few ideas that she had researched on her own, we knew exactly which direction to head in.

We started by creating swirls and curls to fully give the identity the whimsical feel requested. The tough part was choosing (and modifying) the right typeface for the name. Mary had originally thought of using a script typeface and we had certainly tried it. As we pushed the logo further, however, it was clear that a clean, legible, modern typeface was more appropriate.

The last step of the logo process was deciding on colors. Mary wanted to use deep blues and we agreed, but it became clear that legibility might become an issue. So we went through our color chips, picked out what we knew could work and let Mary decide from there. What we ended up with is what you see at right. Can't say that anyone was disappointed!

• Creative direction
• Logo design