Hoi Polloi
THE BRIEF
Josh and Kate, owners of Hoi Polloi, came to me searching for a warm, friendly logo for their fledgling street food business. Hoi Polloi would specialise in crafting delicious food from all over the world and both have experience in the Leeds food scene for years.
THE SOLUTION
Hoi Polloi originates from Greek meaning “The Masses” and has evolved over time to mean “The Common People”. This name emphasises Josh and Kate’s adherence to create food from the people for the people. A delicious, mommas recipe bowl of noodles or a dish lovingly prepared and affordable, with variety being the main consistency throughout. One of the first challenges concerning the brand, is that it harbours no heritage to any specific culinary tradition or geographical location. The world is quite literally Hoi Polloi’s oyster.
Through some back and forth with the couple, we isolated an image of a chef screaming the company name, reminiscent of Socialist propaganda posters (for the many), as well as a head chef announcing the Specials of the day. We nicknamed him Harry and I began narrowing down his layout and style. A hand drawn, personal design was the chosen form for Harry and a funky, chunky and bold typeface for the "Hoi Polloi" wordmark was crafted. I juxtaposed this with a more traditional serif font for "Street Kitchen" to communicate that they still had professional and serious roots, despite their jazzy, down to earth demeanour.
I made two variations of the wordmark, for use on merch, promotional material and branded greaseproof paper, as well as Harry on his own to use as a stamp or image on the back of uniforms.
The chunky, handmade quality of the font combined with the cheeky, loud mascot Harry make for a recognisable and understood brand that delivers top quality variety for The People.
Logo Design
SERVICES
Brand Identity
TESTIMONIAL
““We loved working with Dan on the logo for our new street food business. The whole process was very relaxed as well as clear and concise. Would definitely recommend his services!””