Aji Verde
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Aji Verde is a restaurant branding project that focuses on Peruvian vegetarian cuisine. My main goal was to appeal to the vegetarian demographic.
I kept in mind the fact that many vegetarians enjoy food that is fresh, sustainable, and elegant. To push this messaging, I chose the color green, hinting at how fresh and sustainable the food is. I picked a serif font for the logo and a one-page menu to illustrate elegance.
Lastly, I wanted the Spanish aspect of the food to translate, so I created a logomark of a pepper on fire to convey a sense of spiciness.