Th
Three routes for Thela
Our sample food and beverage brand, Thela, makes ready-to-drink masala chai. Here are three directions a designer, or Astitva, would explore.
Thela
Route 1 · Wordmark
The name is the logo
A big, appetising wordmark that is the hero of the pack front.
Th
Route 2 · Monogram
Built for the app icon
A round seal monogram for caps, lids and cafe cups.
Thela
Route 3 · Symbol and name
A mark that means something
A small symbol tied to the product, like a steam curl or a drop.
The typeface does most of the work
A warm display serif or rounded sans makes the brand feel tasty and easy to remember. Thela uses Young Serif.
ThelaWebsite header
ThelaPitch deck footer
ThelaEmail signature
Th
App iconTh
32 pxT
FaviconThe size test: a logo that only works big is not finished.
The background test
Your logo will sit on photos, dark screens and printed paper. Check every combination before you commit.
Thela
Thela
Thela
Thela
Skip the food and beverage clichés
Customers have seen these on every competitor. They make a new brand look borrowed.
Chef hatsGeneric leavesClip-art cups and plates
What works in food and beverage
- A logo that works on a curved bottle or cup
- A seal version for lids and stickers
Brand feel to aim for
Beverage shelves are crowded with blue and silver energy cans. Warm colours stand out.
TastyWarmRooted
Test
Wrap the logo around a real bottle or cup photo. Curves distort thin letters and wide marks.
From brief to logo in four steps
Write the strategy
Positioning, audience and voice decide what the logo must say.
Explore three routes
Wordmark, monogram and symbol. Compare them side by side.
Run the tests
Small sizes, backgrounds and the real places customers see it.
Lock the rules
Clear space, minimum size and colours, written in a brand book.
Questions
What type of logo is best for a food and beverage startup?
Most early food and beverage startups do best with a wordmark, because people learn the name faster. Add a monogram for the app icon and a symbol only when it says something specific.
Which logo ideas should a food and beverage startup avoid?
The category clichés: chef hats, generic leaves, clip-art cups and plates. They make you look like everyone else.
How do I test a logo before using it?
Wrap the logo around a real bottle or cup photo. Curves distort thin letters and wide marks.
Can Astitva design my logo?
Yes. Astitva writes your brand strategy from a short brief, then draws three custom wordmark routes. You pick one and get it finished with usage rules. New accounts get 50 free credits.
More for food and beverage founders
Get three logo routes for your startup
Astitva writes your brand strategy, draws three custom wordmark routes, and finishes the one you choose with usage rules and a brand book.
Start free with 50 credits