Sam’s Soul
When tasked with developing a visual identity for a London based restaurant specialising in southern style soul food, I immediately pictured warmth, music, and hearty comfort food. The visuals aim to represent these qualities through rich, warm colours, free-flowing shapes and casual, friendly typography. Rooted in the authentic flavours of the American South, the brand brings the essence of Southern cuisine and culture to the heart of London, perfectly captured in the tagline: “From South to South”.
The Design
The logo is inspired by typography used in soul music posters. The design resembles whisps of smoke, a common cooking method used in soul cuisine and mimics the free-flowing feel created within the rest of the identity. The illustrations of dancers featured throughout the design further display the lively and joyful atmosphere associated with soul culture
