🎨 About the Brand

The brand identity was designed to reflect this balance through a clean, elegant, and expressive visual system that communicates quality, creativity, and professionalism.

The logo features a minimalist chef’s hat icon, symbolizing culinary expertise, precision, and craftsmanship. Its clean geometry and balanced proportions convey attention to detail and high production standards. The typography complements the icon with a bold, modern sans-serif typeface that projects clarity, confidence, and accessibility. The subtle dot at the end of “Cook.” adds a distinctive and playful accent, reinforcing the brand’s meticulous and creative spirit.

The color palette combines vibrant yellow (Pantone 109 C) and deep charcoal gray (Pantone 446 C). The yellow represents energy, warmth, creativity, and the richness of Mexican culture, while the charcoal adds sophistication, balance, and elegance. Together, they create a strong visual contrast that enhances brand recognition and communicates a premium yet approachable personality.

Custom typography was developed to ensure consistency, readability, and adaptability across digital and print platforms. The imagery direction focuses on highlighting high-quality ingredients, refined plating, and the diversity of Mexican cuisine, reinforcing the brand’s gourmet positioning.

This project included a collaboration with independent photographer Recna, who contributed high-quality food photography, helping elevate the visual narrative and strengthen CookMX’s premium brand perception.