Design Process – Orinoco

I created a complete brand identity for a design studio project. I named it ‘Orinoco’, which is based on a Venezuelan cuisine restaurant. I made this concept by creating a logo, business cards, a menu, an infographic, and many things that would express the tropical aspect of Venezuela in a clean and modern way.

Research 

I started by learning about Venezuelan food, colors, and culture. I looked at photos of traditional dishes and the Orinoco River region for inspiration. I also studied other restaurant brands to see what worked well in terms of layout, colors, and readability. This helped me plan a design that looked professional but still felt authentic.

Color Palette

The logo uses a bold, rounded font and a tropical leaf symbol inside a yellow shape. The yellow represents warmth and sunlight, while the dark green stands for nature and balance. I used white as an accent colour to make everything clear and easy to read. Together, these colours make the brand feel friendly and full of life.

Typography & Layout

For typography, I chose Nove, Skia, and Proxima Nova. Nove, a bold and playful font, contrasts with Skia, which is soft and clean. Together, they’re meant to reflect the balance of life in a jungle which demonstrates Orinoco’s theme.

Outcome

The complete design of this project is vivid, uncomplicated and rooted in Venezuelan culture. Each selection from colours to fonts was made to portray the restaurant’s atmosphere and food in a warm and welcoming way.