SEPTEMBER 2019
COMPUTERARTS.CREATIVEBLOQ.COMSHOWCASE
MAGICAL REALISM
BRAND IDENTITY FOR RESTAURANT
by Pentagram
http://www.pentagram.comPentagram’s Angus Hyland has created the name, strategy,
visual identity and taglines for Tigermilk. This is a new
restaurant serving healthy, fast Latin American food in Paris
and other European cities.
Tigermilk is a translation of ‘leche de tigre’, the lime
juice sauce used in ceviche, a Peruvian fish dish that’s a
prominent menu item at the eatery. The distinctive name is
not only a nod to the brand’s heritage, but is also intended
to appeal to a wider audience than might normally be
attracted to a Latin American restaurant.
“The contemporary new logotype playfully uses
negative space to create a striking monogram that can
be replicated on menus, coasters, signage and social
media,” says communication manager Dominic Haley. “In
contrast, Hyland’s designs and illustrations are a further
callback to Tigermilk’s Peruvian and European connections,
referencing the magic realism of Latin American literature
with the surrealist art of early 20th century Paris.”