A Caribbean Restaurant

Margo Caribbean & Canadian: A Logo Redesign

Margo is a vibrant Caribbean and Canadian restaurant with two locations in Ottawa, Canada. Established in 2016, they specialize in authentic Haitian and Canadian cuisine, offering a rich fusion of flavors that celebrate both culinary traditions.

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Challenge

Redesign the company logo strategically to enhance its visual appeal, ensure widespread recognizability, and foster a universal identity.

Strategic focus

The strategic focus is to deliver an authentic culinary experience that highlights the richness of Haitian cuisine while creating an immersive environment that embodies the vibrant spirit and culture of Haiti.

Project Time

7 Weeks

Practices

Research & Strategy, Concept Development, Design System, Testing & Refinement, Brand Guidelines

Project Stack

Indesign, Illustrator, PhotoShop, & After Effects

0.1 Overview

Core Objective

This project focuses on the strategic visual evolution of Margo, a Haitian restaurant in Ottawa. While Margo is appreciated locally for its authentic flavors, its current visual identity requires a modern transformation to better represent and bridge the gap between cultural heritage and contemporary design.

The redesign aims to transition Margo from a neighborhood gem to a universally recognized brand that resonates with Ottawa’s diverse demographic while remaining proud of its Haitian roots.

0.2 Research

Design Brief

Target Audience

Margo’s target audience is people who enjoy native Caribbean flavours. Their demographics are vast, ranging from any age and gender. Their psychographics are food enthusiasts and Caribbean Canadians who enjoy a foreign environment full of culture. Their demographics are Ottawa natives or people who are visiting the city.

Desired Perception

Margo strives to be the ultimate destination where delicious food, a lively ambiance, and island vibes come together. As a warm and inviting restaurant, it offers guests the chance to savour authentic Haitian cuisine while fully immersing themselves in the rich culture, bold flavours, and vibrant spirit of Haiti.

Deliverables

The designer will deliver a newly redesigned, versatile logo that seamlessly adapts across various platforms and applications. This includes fully packaged, high-resolution design files, ensuring compatibility for both digital and print use. All finalized assets will be professionally organized and emailed to the client, along with usage guidelines for consistency.

Mind Map & Moad Board

0.3 Process

Initial Sketches

Refined Sketches

Digital Concepts

0.4 Solution

Final logo

Previous Logo

New Logo

0.5 Results

Logo Stationery & Mock-ups