ASHLECKER
CUISINE
BERLIN, 2025
Project Overview
‘Ashlecker’ is a contemporary culinary brand that bridges traditional Persian gastronomy with modern European sensibilities. The identity celebrates the rich, comforting heritage of authentic Persian dishes while positioning the brand for a sophisticated, global audience.
Design Concept & Symbology
Cross-Cultural Nomenclature
The brand name elegantly fuses two distinct cultural identities:
āsh (آش): The foundational, historic soul of Persian cuisine—representing rich, slow-cooked, and deeply aromatic herbal stews.
Lecker: The universal German descriptor for “delicious,” anchoring the brand’s premium quality, warmth, and culinary excellence in a European market.
Color Psychology & Geometry
The Crimson-Orange Sphere: Set against a perfect, energetic sun-orange circle, the layout symbolizes warmth, community, and the glowing fire of a traditional kitchen hearth. Psychologically, the hue stimulates appetite and evokes the rich spices (like saffron and turmeric) central to the cuisine.
High-Contrast Minimalist White: The stark white typography ensures maximum legibility across digital, print, and physical packaging, giving the heritage-rich brand a fresh, clean, and contemporary edge.
Typographic
The visual identity relies on bespoke, minimalist typography engineered to convey a hidden narrative:
The Embedded Ladle: The defining feature of the logotype is the subtle, masterfully integrated ladle silhouette within the terminal of the letter “h”. This acts as a functional easter egg—a direct visual nod to the traditional preparation, stirring, and serving of authentic Persian āsh.
The Diacritical Macron (ā): The preservation of the linguistic accent mark honors the precise phonetic pronunciation of the heritage word, balancing tradition with modern design.
Clean Sans-Serif Geometry: The rounded, friendly letterforms evoke a sense of approachability, appetite, and modern hospitality, balanced by the clean, tracked-out sophistication of the sub-text, “CUISINE”.
