SECRET LOCATION Brand Identity Design
Secret Location is a food delivery business started during COVID-19 quarantine in Los Angeles, founded by Stacey Manoharan and Theo Ng. The name of the company reflects the low overhead structure of the company, using a commissary kitchen and focusing on online traffic, online orders, and bespoke packaging to provide customers with gourmet, premium, convenient foods.
Secret Location was to be the umbrella brand for various foods sub brands which included Secret Burgers, Secret Juices, and Secret Salads. Secret Location is filled with a cheeky, bright personality that informed the visual design direction of the company. The logo is a coy lips shushing customers to eat while maintaining a playful secrecy of the business with hand-drawn typography for the logotype. We wanted to focus on the illustrative characteristics of the brand with the usage of cute stickers as an affordable way to inject personality while using standard delivery packaging or print materials.
