Fresh From The Field — Cazador by Seachange Studio

2 years ago by

This Fresh From The Field features an eccentric identity by Seachange Studio for an iconic Auckland eatery.

If you have new or recent work that you would like to share in Fresh from the Field email Louise for details.

The brief:

Cazador (hunter, in Spanish), is a small family-run restaurant on Dominion Road Auckland, specialising in wild game with staples including venison, hare, duck and offal. The restaurant first opened in 1987, and has become something of an institution in Auckland.

Now in its 32nd year, it was finally time to refresh their identity to better reflect them, their dishes, their ethos and their award-winning status. It’s a neighbourhood eatery that retains all its original charm; from the stucco walls, taxidermy displays, old framed family photos, olive green bench seats and dark wood tables. They wanted the identity to be simple, restrained, classic and tactile to reference the restaurants interior. Cazador has an intangible originality, oddity and quirk that makes Cazador, Cazador, which needed to be reflected in their re-brand.

The Response:

Seachange created a slightly eccentric, yet classic logotype that alludes to wild game with its antler-esk exaggerated serifs and knife-like chisels. Each letter was painstakingly drawn from scratch, with multiple iterations until it felt just right. As a nod to the past, they retained the arrow from the original logo, but modernised it and used it as a supporting element with the line: ‘1987 to today’.


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