Goods and Heydays’ vibrant identity for poké restaurant Limón is citrus-heavy and ocean-inspired
Bringing mouth-watering South American tastes to Norweigian shores, Oslo-based poké restaurant chain Limón has arrived, exhibiting an energetic identity created by fellow Oslo-based ethically-driven design studio Goods – in collaboration with their sister company, Heydays. In line with their principles, Limón supplies its food within sustainable materials, such as recycled bottles, sugarcane pulp bowls and fibre cutlery – all whilst having an in-house specific recycling station for each material used. The identity, however, seeks to avoid the existing tropes of environmentally focused brands, and instead focused on the vibrancy and zing of the food they produce.
Manifesting no more obviously then the citrus-inspired colour palette, Goods explain “we chose very lemony colours mainly because they helped reveal the hidden lemon in the logo,” that being the diacritic topped ‘ó.’ “With more abstract colours it would be harder to see the lemon,” Goods add, “it also to highlight the acidity of ceviche, which is what makes this place stand out from the other poké places in town.”
Another stand-out is the use of Venus Halbfett as their typeface of choice; a typeface with the rare mix of total reservation and character as a result of its unusual construction. “We were actually looking a lot at ocean maps as references for this project,” Goods explain, finding Venus Halbfett due to its original creation for maps. “It’s kind of simple and brutal,” they add, “but with some quirky letters and a weird x-height,” something made a feature of in the identity’s digital presence, since it wasn’t specifically made for the screen.
The wordmark is made all the more prominent in its stoic application, in contrast to the playful aesthetic of the supporting text – scattered across the identity’s ephemera with an energy matched by the vivid colours, acting as a reference to objects floating in the ocean. “It was to add a bit of balance,” Goods conclude, allowing the wordmark to have a more “exclusive feel” in comparison.
Venus Halbfett by Bauersche Gießerei