When Alexander Clark designed Olio, a visible identification impressed by Southern Italian eating tradition, he had no temporary, no stakeholders and no deadline. The identification was created purely as a portfolio challenge; an opportunity to discover concepts freely. Now, it is in the stores as a ready-to-launch model package on Manufacturers Like These, a market the place unbiased designers can promote full identities to entrepreneurs.
It is an uncommon mannequin in an business constructed on bespoke work, however for Alexander, it solves a typical subject: nice concepts usually sit unseen. “If a model might be reside inside per week and I am nonetheless credited, that is higher than it sitting in my folio,” he causes. “It provides the work the attain it deserves.”
In a world dominated by AI-generated logos, it is fascinating to see a platform like Manufacturers Like These specialize in agency-standard model kits by human designers. “Creating manufacturers solely with AI seems like a recipe for catastrophe by way of IP and originality,” Alexander believes. So whereas he does use AI instruments for assist (proofreading, fast visible references), they’re by no means a alternative. “Platforms like this have fun human craft, instinct and storytelling,” he says. “Hopefully, it reminds folks of the worth of actual artistic work.”
Designing for nobody particularly
Olio attracts on the sensory heat of Southern Italian eating: shared meals, daylight on olive oil, and architectural golden ratios. Alexander’s identification consists of an animated logotype, tone of voice, typography, color, movement, images path and templates. However he admits that designing and not using a shopper was a problem.
“With out suggestions, you possibly can drift into one thing that simply seems to be good fairly than one thing that works,” he explains. He then made an additional effort to carry the work to the identical requirements he’d apply to a shopper challenge. On the similar time, he appreciated the liberty to take artistic dangers, similar to leaning closely into the golden ratio for menu layouts to create a way of motion.
Transferring away from the same old Italian eating influences, Alexander was impressed by the less-explored areas of Sicily and Calabria; areas recognized for his or her olives, oil, sunshine, and coastal appeal. “I used to be intrigued by how oil and water do not combine, but collectively create these stunning, natural varieties that catch and replicate mild in surprising methods,” he explains. “That motion grew to become a central thought, a metaphor for dialog, sharing and the fluidity of eating collectively.”
The color palette was one other deliberate alternative. Quite than leaning into the everyday Mediterranean blues and terracottas, Alexander opted for a softer, extra grounded palette. “Drawing from the wealthy heritage of southern structure and meals, the palette feels hotter and extra acquainted, creating a way of authenticity and luxury,” he notes.
Constructing out the strategic parts—tone of voice, social templates, advertising and marketing path—with out understanding the precise enterprise behind the model required Alexander to attract on his in depth expertise working with hospitality manufacturers.
“Some include in-depth model pointers, others barely have a color palette, however all of them share one factor: they understand how they need folks to really feel,” he says. “That is what I centered on. I needed the tone, design and belongings to have the ability to evoke that feeling of being by the coast with a martini, or in a Nonna’s trattoria, relaxed, welcoming, just a little indulgent.”
Why hospitality?
The hospitality sector as a complete calls for a specific type of designer: an all-rounder who can transfer between digital and in-store, who understands industrial intuition alongside craft, and who can work shortly with out compromising high quality. “The tempo is quick, the plates are all the time spinning, and you must keep versatile, however there’s an actual freedom and creativity in that,” Alexander explains.
“Different industries might be extra inflexible or seasonal, whereas hospitality calls for an all-rounder: somebody who understands totally different mediums from digital to in-store, has a superb industrial intuition, and may transfer shortly with out dropping the craft.”
Proper now, hospitality goes via a tough interval, however Alexander stays optimistic. “I am hopeful it will come out stronger,” he says. And with Olio now reside and accessible to buy, there’s an opportunity his work will assist form that restoration; even when he by no means meets the one who buys it.
“Whether or not it sells or not, it is giving the work a chance to reside past my very own portfolio,” he displays. For a designer who cares deeply about craft, instinct, and the human tales behind manufacturers, that seems like sufficient.
