Culinary innovator Maarten Jordaens’ tenure at the stove in the steamy kitchens of various Michelin rated restaurants stoked his passion for bringing dishes and desserts to a next level by adding crispy texture toppings. Not only a chef but also a true entrepreneur, he won the ‘Grand Prix Sirha Innovation 2019’ with the concept vinegar flakes, and also received the ‘Gault Millau Culinary Innovators Institution Award 2019’ for the development of his own range of crispy topping products.
To brand his unique line of fine foods we devised the name Jordà, a Catalan variation on founder Jordaens’ surname. Also referring to his place of inspiration Barcelona —where a first partnership with the world-renowned Adrià brothers signaled the de facto inception of the brand— a distinct typeface treatment brings exotic flair to the identity. A broad palette of subdued exotic tones evokes the flavors of a spice market and categorizes the product range with playful iconography.
We designed brand architecture, logo, graphical elements and a set of guidelines for subcategories, product labels, POS and more.
Naming Branding Packaging