Carla Palette embodies the do good, eat good nature of LOKOL in its spirited and sincere identity
Regenerative vegan restaurant LOKOL offers its audience the chance to do good and eat good, serving environmentally-conscious, guilty-pleasure food that benefits both the planet and the person behind the plate. In need of a bright identity to mirror their offering, LOKOL turned to Berlin-based designer Carla Palette, who channelled the laid-back, optimistic tone of the Amsterdam-based eatery by opting for a balanced approach that seeks to be an accessible, relatable voice within the busy and bustling hospitality market.
Supporting this message is the fundamental notion of trust, a theme Palette aesthetically introduced through stamp-like graphic motifs across the food package and restaurant decor, led by the line ‘It’s All Good,’ relating again to the widely beneficial nature of LOKOL. Similarly, Palette also included rounded tags that highlight contextually-relevant keywords associated with the brand, cementing LOKOL as not only an innately contemporary, relatable company but a helpful one.
Pulling the graphic weight of the brand is the compelling combination of typography and colour, pairing uplighting, nature-inspired hues with eye-catching typefaces; providing both practicality and expression. Discussing the use of Aboutype’s Free Zone as LOKOL’s leading typeface, Palette tells us that “the idea behind the direction of the wordmark was to represent themes of leadership and stability whilst having a footing in nature.”
“The letter ‘K’ holds a playful quality,” Palette continues, “communicating the tongue-in-cheek approach of the brand experience,” adding that, “the circular ‘O’ letterforms make reference to restaurant plates and themes of food and eating.” The more overtly playful forms of Free Zone are somewhat contrasted with the inclusion of The Designers Foundry’s sans serif Tomato Grotesk. The design of which grounds the identity with its workhorse-like construction – dutifully encapsulating LOKOL’s intentions.
|Strategy & Copywriting|
Liza De Vries