Monday, August 29, 2016

Chef Brian Aaron I Branding

"Farm to Table" idea
We executed a unique brand identity, and a photoshoot to emphasize the "Farm to Table" aspects of Aaron's Catering company. Furthermore, we produced photos of the lifestyle of Chef Brian Aaron.


Chef Brian Aaron, entrepreneur, restaurant consultant, visionary, and owner of an acclaimed catering company, Aaron's Catering. Established in the industry, Brian has had the opportunity to cater for celebrities like Dwayne Wade, Gloria Estefan, Julio Iglesias, and Hilary Clinton, as well as corporate companies like Coca-Cola, Moet, and Lamborghini to name a few. The success of these events has afforded Brian accolades like being named The Top 20 Industry Leaders Under 40 by BizBash, The People Who Make Miami by Ocean Drive, and The 68 Most Innovative Event Pros by BizBash. 
Chef Brian Aaron continues to innovate through his travels while changing the overall perception of a sustainable, fresh, and organic lifestyle. As a lifelong student of the food industry, Brian has always felt honored by the ability to share his culinary experience with others.  


The first step to creating the chef's brand identity was to write a table of contents, the next step was to think about a representative logotype.

The challenge to create it was to unify his new logotype with the catering company logotype. We consolidated them with his last name "Aaron".  I used a brush technique with pasta sauce to create his wordmark. As you can see, inside the logotype conception in this article.

Also, we thought of a photoshoot having as a reference the concept "farm to table."
Lastly, we created the marketing support and social media of Chef Brian Aaron along with his catering company.

• Building a unique brand identity.
• Developing brand guidelines for his catering company named Aaron's Catering.
• Designing a logotype that is representative of the business and future projects.
• Come up with a visual communication campaign.


"Farm to Table"

• We executed a photo shoot to emphasizing the "Farm to Table" aspects of Aaron's Catering and Lifestyle for Chef Brian Aaron.

• Conceptualized and established brand identity guidelines where we combined Chef Brian Aaron identity and Aaron's catering.

Agency: GMG Advertising
Advertiser: Brian Aaron
Category: Personal Brand Identity / Brand Guidelines
CEO: Mike Beovides
Account Executive: Jennifer Rangel
Concept Art Director: Mark Zuniga
Graphic Designer: Mark Zuniga
Copywriter: Jennifer Rangel
Photography: Ines Ayra


1. Brian: Lifestyle
- Bio: Family | Friends | Travel | Awareness

2. Chef Brian Aaron
Reflecting Brian: Characteristics: The Person | The Brand
- Communications Strategy
- Brand Values. Overview
- Design Essence
- Chef Brian Aaron: Wordmark | Letterform marks | Typography | Inspiration | Wordmark color usage | Application

3. Aaron's Catering
- Aaron’s Catering: Wordmark | Letterform marks | Typography | Wordmark color usage | Application
- Our Brands: Brand Colors | Secondary colors | Our Brand Extensions
- Aaron’s Catering: Imagery
- Food | Farm to Table | The Chef

4. Social Media

Brian's biography

Reflecting Brian
Characteristics: The Person | The Brand

Design essence



Wordmark color usage and architecture

Wordmark Application

Aaron's Catering
Business name


Wordmark color usage and architecture

Wordmark Application

Brand colors

Brand extensions

Visual content and design, tasks as, set of design guidelines, line art style, fonts, colors, images and space that ensure consistency across their interface.

Imagery - Art Direction photo shoot


Art Direction photo shoot

Making logo

Our core brand development

Define clear positioning

Develop Brian Aaron's ESSENCE OR "BRANDING" truly DIFFERENTIATED from and oriented based on what Brian Aaron can offer and what CONSUMERS are looking for.

With clear branding, DIFFERENTIAL INDICATORS will be found to build a STRONG ESSENCE that will be PREFERRED amongst Brian Aaron's AUDIENCE.

Is Brian Aaron

What does he offer
what does he do 
what does he do for his consumers

to whom?
is Brian Aaron speaking to
is the relevant or interesting to them

Will they prefer Brian Aaron
will they choose him

Are these consumers geographically and attitudinally 

Are the best times to enter and maintain contact with them

This way we will find essential POINTS OF VALUE for the DESIRED CONSUMER

Once the framework has been established, we move on to the design.

What this will make is easier to establish channels of communication and ways to reach your AUDIENCE IN A BETTER MORE CLEAR, AND CONSISTENT MANNER.

Thank you, Brian!

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