Avocado+Papaya

Research led to the development of three Brand Values: Bold, Fashionable and Positive. These were developed to target the educated middle-class consumers, who seek exciting and exceptional food — a break from typical meals. This led to the design concept of 'Celebrating Exceptional Differences'.

A custom typeface was based on a combination of different shapes to illustrate the concept; focusing on contrast, symmetry and distinction. The selection of non-primary colours, which are both sympathetic and complementary help to reflect the diversity of the different combination of colours (food options and flavours). The colour 'green' was intentionally avoided to dissociate from the typical cliche image of vegetarian food outlets.

Research indicated a need for a company name that sounds exciting to vegetarians and non-vegetarians. It was intended to include both a fruit and a vegetable in the name. Avocado is technically a fruit. However, because of its savoury taste it's often considered as a vegetable. The combination of both a savoury and sweet fruit illustrates that the restaurant can serve both main dishes and desserts.

An outdoor menu printed daily by the local printers in exchange for corporate discount on food/drink not only brings customers but also makes the street menu standout among other (typical chalkboard) street menus.

The website projects the tagline's silver colour and contrasts with white and black. This accentuates the brand's values and maintains an exceptional and classy feel throughout.