Experience Guide

Our Approach

Identity

The previous identity mark was more of an art piece than an easily recognized symbol. Though not usable as a mark, the artwork and its elements were wonderfully executed. We extracted two of the simplest elements from the design that represented cooking in the outdoors, knives and fire. The end result is simple, recognizable, and brand appropriate. For our wordmark, we choose a classic serif font that boldly and warmly represented Sierra Gourmet. For the tag line, "Backcountry Catering" we choose a san-serif font that would contrast the headline.

Layout & Feel

For the layout. we went heavy on photos and texture to evoke the outdoor nature of the brand's experience. Photos of California forests from our own library were included.