Responses by Luminous Group
Background: Our main purpose was to create a visual identity for the restaurant Pelican, highlighting its opening hours, as it opens at first light and stays that way until the early morning hours. Pelican’s customers are prominent visitors to Mykonos, Greece, who are in search of a luxurious lifestyle and appreciate quality.
Reasoning: To honor the brand name, we kept the symbol of a pelican—an emblematic figure of Mykonos for more than 30 years—as a representative element, while restructuring its form into an abstract example of perpetual motion. As for the brand identity, we put the concept of continuity as our main influence, thus making a connection to the constant succession between the sun and the moon.
Challenges: The most challenging aspect we faced was also the key feature of this branding procedure. Our will to harmoniously combine elements with a different aesthetic background in a creative blend of different styles led us to create a contemporary yet classic composition.
Favorite details: The whole composition is based on little details. From the carefully selected color palette to the conflicting typography and the handmade illustrations, we cannot separate a single element, as it is a creation of interconnected features. The visuals are based on the building’s arches and complement the identity that is based on continuity, adding an interesting touch to the project.
Visual influences: The sun, the moon, the place’s architectural features, and, needless to say, the pelican itself were all influences. The whole project is coming together as an interdependent system of graphic elements that harmoniously work together, creating a strong visual impression.
Time constraints: It’s not how you feel restraint by the time you have to deliver a project; it’s always how you structure and utilize the time you’ve been given. To do this, we set strict timelines from the beginning and do not deviate from it, while also not sacrificing our creativity by putting it on a box.