Dynheer is a dining experience with no boundaries. They approached Pilot Lab to create a brand system. The concept was created and named by founder Kerel Fryar, who believes that every dish is unique and it's results are dependent on the chef, rather than the simply a recipe itself.
For this design task, I began by interviewing Kerel and asking him what characteristics made 'Dynheer' a unique brand, experience, and why he was so passionate about the idea.
When asked to design a set of proposals for logo directions, I also brainstormed a set of alternate names including:
1. Dish (simultaneously alluding to dish, the verb, because of the conversation aspect of the brand)
2. Wayfare (also doubly meaning food while also alluding to travel, since this is a mobile eating experience)
3. Plat(e)form (plate + platform)
4. Dyne (dyne, rather than dyne-heer.)
SNAPSHOT OF VIGNETTES
Focusing on 'DYN'
One particular logo felt like it told the story best and so I honed in on that design and produced iterations and concepting.
COLOR + FORM ITERATIONS OF 'DYN'
DYN & It's Corresponding Icons
Dish + Wine Glass + Bow-tie
The letters that made up 'DYN' were icons for the brand: a dish, wine glass, and chef's bowtie.
I also explored the concept of chef profiles, color-coded by the 'bow-tie' as well as a rating scale, where chefs could be rated for performance out of number of bow-tie's.
FINAL PROPOSED DIRECTION
Envisioned chef profiles + branded rating scale