Cilantro Agency
On this project, I was able to develop all the branding for “Cilantro” which is a new digital marketing agency focused on restaurants. The client is a marketer specialized in a digital marketing and most of his clients are restaurants, so he decided to open this new agency. He had very clear concepts to follow: Creativity, Food, and Elegance.
Year:2017Tools:Photoshop, Illustrator, Wordpress, HTML/CSS, Cinema 4D, After Effects.
Detecting the key values, concepts or ideas from any project is so important because as a designer you can follow them, mix them and as a result you can get a lot of graphic ideas. That’s what I did with “Cilantro”.
When you hear the word “Cilantro” your brain is already thinking about food, so the logo as graphic had to represent this creative part of a marketing agency and the best way to represent this is with a dynamic composition and playing with the letters.
The best way to give to any project a touch of elegance is with a Serif Typography that’s why I chose this kind of typography for all the headers. And Adobe Garamond Pro was the best option because has a lot of weights, and I can give contrast and hierarchy to the headers.
For paragraphs, I chose the Montserrat Font because gives this touch of modernity and elegance with his geometric shape, and more importantly, it’s supported by Google fonts.
The green color represents this plant called Cilantro, black is for elegance and white is more about usability. Then, I choose three gammas of each color in order to have more options of contrast and hierarchy.
The best way to give to any project a touch of elegance is with a Serif Typography that’s why I chose this kind of typography for all the headers. And Adobe Garamond Pro was the best option because has a lot of weights, and I can give contrast and hierarchy to the headers.
For paragraphs, I chose the Montserrat Font because gives this touch of modernity and elegance with his geometric shape, and more importantly, it’s supported by google fonts.
Represent each concept with a graphic could be complicated because not everybody has the same background. But If you think in concepts like “Digital” or “Food” it’s very easy to think of any device or any kind of food, that’s why I use this, denoting de relation of this two concepts.
I played with this idea mixing more concepts like “Taste” just adding good looking food, or the “Experience of Social Networks”, adding the interface of any social network.
In order that the final user can notice the main idea of this agency on just one glance; Food + Digital + Social Networks.
