BRAND PROPOSAL
CONTENTS 06 About Us 08 Research 12 The Solution
28 Color 30 Typography 32 Applications
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OUR HISTORY
our history
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ABOUT US Celeste is a creative space and restaurant, with a focus on ceviche and artistic collaboration. This Peruvian restaurant was started by JuanMa Calderon, Maria Rondeau, and Paola Ibarra. Located in Somerville Massachusetts in Union Square, this 600 sq. ft., 24 seat Peruvian restaurant, has certainly made a name for itself. Since its opening, spring of 2018, it’s been featured in The Boston Globe, Boston Magazine, Eater Boston, Improper Bostonian, and listed in Esquire as a top 20 best new restaurants in America.
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RESEARCH Celeste creates Peruvian inspired cuisine and is name after “heavenly, blue, sky blue” in Spanish. To bring this idea forward, Peruvian textiles, Incan/ Andean culture, and the idea of a celestial star were explored and combined into the logomark.
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THE SOLUTION Celeste is an exclusive Peruvian restaurant that serves authentic well crafted food and drinks in a welcoming and friendly way. The small staff is so friendly and the place itself is so small that when you're there you feel like you’ve found a hidden gem. They specialize in making the small place feel exclusive yet warm. They serve anyone interested in Peruvian cuisine, whether you’re a local or came to try their cuisine for the first time.
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REFINED YET BOLD SMALL YET LIVLEY HANDMADE & ARTFUL EXCLUSIVE YET PERSONAL
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LOGO ELEMENTS At the heart of Peruvian culture is Chakana — the Incan cross. Keeping the idea of a star/sky blue at the forefront of the design, elements of the Incan cross as well as patterns frequently found in Peruvian textiles to stay true the the roots of their culture. Celeste makes dishes with primarily fish and potato. To make the logomark feel fresh and acidic like the food, I kept the logomarks edges sharp.
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Love
Present/Truth
Trust
Productivity
Connections
Responsibility
Expression
Acknowledgment
Passion
Protection
Happiness
Awareness
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logo elements
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LOGO The logo consists of the handmade logotype and logomark. It conveys a sense of exclusivity while also feeling approachable and authentic.
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logo
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10x10 grid
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LOGOMARK The logomark was made by combining the Incan cross, celestial elements, and zig-zag patterns often found in Peruvian textiles.
logomark
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CUSTOM TYPE A custom wordmark was made to evoke the precision and handmade quality that Celeste creates in all their dishes. This ensured the line weight in the logomark matched the wordmark.
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10x10 grid
custom t ype
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White logomark
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Black logomark
color variations
color variations
Full size photo Overlay machu picchu, peru
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photo overlay
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sky blue PMS 660C CMYK 74 44 0 0 RGB 64 126 201
cilantro green PMS 7475 CMYK 70 25 36 21 RGB 71 122 123
locro orange
causa yellow
PMS 7577C CMYK 0 57 81 1 RGB 224 126 60
PMS 1365C CMYK 0 28 79 0 RGB 255 181 73
COLORS The main brand color is the celeste sky blue. The additional brand colors were derived directly from the dishes they serve. The emphasis stays on the sky blue color while the other refined yet bold colors give the palette more variety.
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TYPOGRAPHY Bryant Pro is the main typeface used for Celeste. It offers a nice balance to the sharp lines in the logo and gives the type a friendly approachable feeling.
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Bryant Pro ABCDEFGHIJKLMN OPQRSTUV W X Y Z abcdefghijklmn opqrstuvwxyz
t ypography
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APPLICATIONS applications
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hand etched glasses
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business cards
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Abby Whittingham Massart — 2 021