Intentions
The aim was to create an appealing and memorable local brand identity that felt contemporary. Being likeable was important, but being cool was not. Something you could feel, rather than appreciate intellectually.
Execution
Many of us have enjoyed Patrick Schmidt’s illustrations for Yard Sale Pizza, or playing Cuphead on the PC. A Rubber Hose mascot was chosen, and designed with a flatter feel and less lines, to retain the character’s charm but feel more contemporary. A bold aquatic typeface was used and seafood blue was ignored in favour of an iconoclastic red. The visual joke of a running fish coming in first place functions on various levels.