Brand Archetype Shohreh Marhamat
Project Overview
Our goal is to define your brand’s core archetype to build a consistent, authentic, and emotionally resonant identity. Your answers will help us craft a personal brand that reflects your values and connects deeply with your audience.
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Partners
Bahram Rameh, ,Behnam Rad , Negin Moghaddar Doust
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Client
Shohreh Marhamat
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Published
2025
1. Brand Essence & Philosophy
In defining the core of this brand, we identified a powerful blend of three archetypes: the Everyman , the Lover , and the Ruler. Our goal was to steer away from an “industrial” or “distant” corporate image. Instead, we crafted an identity where the audience can instantly sense the warmth of a shared meal (Everyman), the passion poured into cooking (Lover), and the assurance of high-level quality and hygiene standards (Ruler).
In defining the core of this brand, we identified a powerful blend of three archetypes: the Everyman , the Lover , and the Ruler. Our goal was to steer away from an “industrial” or “distant” corporate image. Instead, we crafted an identity where the audience can instantly sense the warmth of a shared meal (Everyman), the passion poured into cooking (Lover), and the assurance of high-level quality and hygiene standards (Ruler).
2. The Design Path: A Familiar Face
To establish maximum trust and transparency, we adopted a Character-Based (Mascot) Strategy.
Why a Character? In the culinary world, nothing guarantees quality quite like the chef’s own signature. We illustrated the founder, Shohreh, to put a personal stamp on every dish.
The Vibe: The character’s smile and glasses convey kindness, intelligence, and precision. The chef’s hat signals professional expertise. The Sherry’s typography is designed in a script style to evoke fluidity, comfort, and a personal touch.
3. Logo System: A Responsive Framework
To ensure legibility and functionality across all brand touchpoints, we developed a responsive logo system with three distinct variations:
Primary Vertical Stack: The main badge of the brand, featuring the character centrally. Ideal for packaging labels and social media avatars.
Horizontal Layout: Designed for spaces with vertical constraints (like website headers or stationery), placing the typography beside the character to maintain visual balance.
Monochrome Line Art: A stripped-back, single-color outline version. This is essential for restricted printing techniques such as rubber stamps, thermal receipts, or embossing, where full color is not an option.
4. Color Palette & Mood: A Recipe of Tones
Our palette is carefully curated to trigger appetite and evoke comfort, moving away from artificial colors to an organic, earthy selection:
Terracotta & Sage: The primary duo. The reddish-brown (Terracotta) represents the heat of the oven and authentic spices, while the muted green (Sage) symbolizes fresh herbs and healthy ingredients.
Butter & Dough (Neutrals): Instead of using a single flat white, we utilized a gradient of warm neutrals—ranging from Vanilla to Wheat. These shades mimic the color of fresh dough and bread, reinforcing the “homemade” promise.
Charcoal Black: Used for text and outlines to add modern contrast and professional solidity (The Ruler archetype) without being overpowering.
5. Visual Texture & Pattern: The Art of Ingredients
To ensure visual consistency across all brand touchpoints, we crafted a custom pattern inspired by the kitchen’s raw ingredients.
Linear Illustrations: The delicate line-art drawings of peppers, carrots, mushrooms, and onions convey a sense of “lightness” and “health”.
Versatile Application: Designed in our signature colors (Terracotta for energy and Sage for freshness), this pattern serves as a cohesive background texture throughout the visual identity, adding professional depth without creating visual clutter.
