The Brief: Food Photography London (FPL) specializes in both photo and video content creation, capturing dynamic and creative food stories for various culinary establishments across the city. Their services encompass a broad range of visual content tailored to highlight the unique aspects of food and drink, making it appealing for advertising, social media, and other promotional purposes.

The Creative Process: The number 1 keyword the client used to describe his brand and style of work is dynamic. Taking note of this, I knew this would be essential to integrate into the logo design as well the visual identity itself.

When sketching out different appraoches for the logo design, I decided to explore the idea of making the letters have a distorted layout within the logo to implement a more dynamic look to the brand’s logo. I also wanted to give it a stylish, drippy look to reflect the brand being known for producing mouth-watering food content for food brands.

As a result, I chose to pair the dynamic logotype with a bold shape that worked around the outline of the letters around the top and middle, but had a smooth and curvy style at the bottom, similar to the style of their photography, and the feeling it gives to viewers.