Food is emotional. Great food evokes emotion that causes you to want to experience it again and again, but also share it with everyone you know. I once asked a colleague “What’s more important, the food or the experience?”. The answer is both, because the food is only a piece of the overall experience that keeps you coming back. When creating the brand for The Kraken, we needed to convey the message behind “the experience”, not just the food. We wanted to build this brand with a bit of an edge playing on the mystique of the ocean and the ancient lore of the unknown.
The Kraken’s primary logo focus is on the primary icon. The Icon was constructed blending the mystical tentacles of the Kraken with a crown, representing the Kraken’s title of King of the Sea. We drove this ideology even further with the tentacles holding Posiedan’s (the perceived true King of the Sea) trident at the pinnacle of the icon. The Kraken’s woven tentacles are built to draw the eye in while conveying both the energy of the flailing tentacles and the refinement and elegance of a king’s crown; both representing authority and superiority.
The typography shows a customized “R” and “A” to tie the Kraken’s tentacle into the playful intrigue of the serif. The long, horizontal variations of the logo show the trident (redesigned into a quad-ant… 4 pronged fork) running through the title and also being held horizontally by the customized “R” tentacle. The quad pitchfork icon is a hand-drawn design and was selected due to the fact that it most successfully and instantaneously connects you to the ocean and the mythology of ancient Greece. The color palette is a direct connection to both the depth and majesty of the ocean.
