Brand proposal · v1 · August 2026

One brand, ready
to leave the harbour.

A proposal by

Everything in this document is a direction to react to. Not a deliverable.

01 Start

The Brief

One year in, Tallers works. The next step is scale: delivery, a second location, one brand that stays consistent everywhere.

The business

Fast-casual fried seafood. Rolls, cones, platters. Price point €4.5 to 15, counter + terrace. Open since 2025.

Why rebrand now

Today the storefront shows four logo versions and three taglines. Fine for one shop. Impossible to duplicate.

Audience

Young locals + tourists, Ciutat Vella. Price-aware, quality-driven. They find you on Instagram, TikTok and Glovo.

Personality

Fun, fresh, no fuss, a bit cheeky. Coastal, Mediterranean. Premium where it counts.

“A brand this good shouldn't change its face every time it opens a door.”
02 Ideation

One system, built to travel

Squiddy already has the right instincts. We don't reinvent, we consolidate. Below: two graphic propositions, A and B, plus an open C. This whole page alternates between A and B every 3 seconds, so you can see both live. Three decisions carry the system:

① The mascot

A character no one else can own. In A the eyes are the product itself: O, a calamari ring, and C, a bitten one, doubling as a wink. B trades them for two solid white eyes that punch through at any size. Whichever wins, the eyes are then locked: one official pose is the logo, a pose library does the rest.

② Blue & white, the ocean code

Navy #1D2B5F + white carry 90% of the identity. Orange #FF7E0D is the fried gold: max 10%, for prices and winks. A bolder inversion (blue #164498 with orange lettering) is shown on the storefront as a second colourway to react to.

③ The storefront as brand

Tiles, stripes, round lightbox: the facade becomes a brand asset. Walk past the shop once, recognise the website forever. Every future storefront inherits the kit.

Proposition A

Line & wink

Outline drawing, O/C eyes, orange accents. Warm and detailed.

Proposition B

Silhouette

Solid mark, white eyes, one colour. Bold and instant.

Silhouette pose: welcome Silhouette pose: box Silhouette pose: delivery Silhouette pose: captain Silhouette pose: menu
Proposition C

Open direction

Not happy with A or B? We can go back to the drawing board and develop a third route tailored to your gut reaction.

? ? ? ? ? ?
Deep Ocean#1D2B5F · 60%
Tile White#FFFFFF · 30%
Paper#FCFBF8 · base
Fried Gold#FF7E0D · 10%
Alt: Signal Blue#164498 · option
Alt: Signal Orange#EC4E22 · option
SQUIDDY · OUTFIT
Outfit for display, Manrope for text. Two free fonts, legible from a 40px thumbnail to a 4-metre facade.
03 Your call

Eight ways to wear it

Same brand, eight storefronts. We are here to advise and to push what we think is strongest, but the final direction has to be the one the founders actually love: a brand you own beats a brand you were sold. Swipe through, tell us which two speak to you, and we refine from there.

Squiddy storefront, direction 1: Signal orange
01Signal orangeNavy and orange inversion. Loudest, youngest, most delivery-native.
Squiddy storefront, direction 2: Navy & Cream
02Navy & CreamNavy tiles, cream serif, outline mascot on the valance.
Squiddy storefront, direction 3: Navy & Cream / solid
03Navy & Cream / solidSame shell, silhouette mascot. Reads harder from across the street.
Squiddy storefront, direction 4: Tiles & Stripes
04Tiles & StripesWhite tiles, chunky navy wordmark, striped awning, round lightbox.
Squiddy storefront, direction 5: Tiles & Stripes / light
05Tiles & Stripes / lightThe refined cut of the same idea. Quieter, more boutique.
Squiddy storefront, direction 6: Descriptor first
06Descriptor firstNavy panel with FRESH SEAFOOD under the name. Built for new cities.
Squiddy storefront, direction 7: Classic house
07Classic houseSerif, gold rules, scalloped awning. The most formal read.
Squiddy storefront, direction 8: Deep navy
08Deep navyFull navy shell, white type. Bar energy, night-friendly.
04 Scale

Barcelona today. Anywhere tomorrow.

Chosen to survive multiplication: new cities, new languages, new franchisees.

Fixed core, local freedom

Logo, eyes, navy/white, stripes: locked. Menus and local winks: free. Recognisable everywhere, generic nowhere.

Says what it sells

“Fresh seafood snacks” under the wordmark explains the brand where nobody knows the name. Madrid to Lisbon, no translation needed.

Delivery-first by design

Mascot legible at 20px, wordmark at 40px. Packaging built to arrive crunchy and get photographed.

A brand book, not just files

Every rule documented: usage, spacing, codes, do/don't. A second location can execute without us in the room.

05 Scope

What's included

The designs above illustrate the direction. Deliverables are produced after direction lock.

01

Brand colours

Palette, ratios, print + digital codes, accessibility checks.

02

Brand fonts

Display + text system, hierarchy rules, free licensing.

03

Packaging

Boxes, cones, carry-bags. Print-ready, pattern + mascot.

04

Menu design

Counter board, printed menu and delivery-app listings. One hierarchy, three formats.

05

Branded napkins

Print-ready napkin design in the brand pattern.

06

Business card

Two-sided card, print-ready.

07

Stickers

Sheet from the pose library: seals + giveaways.

08

Website

One-page site: menu, ordering, story, locations. Mobile-first, delivery-ready.

09

Logo

Wordmark + mascot as autonomous mark + pose library.

+

Brand book

The rulebook that makes it all duplicable, city after city.

06 Investment

One price, everything above

Standard rate: €6,000
Brand refresh€500
Branded materials€1,000
Website design & dev€2,850
Total: €4,350
partner price
  • All 10 deliverables, print-ready and web-ready
  • Two structured revision rounds per deliverable
  • Source files handed over (SVG, print PDFs, web assets)
  • 30-minute handover session with your team
50% to start · 50% on delivery · Proposal valid 30 days · VAT not included · Printing costs quoted separately at cost
07 Timeline

Five weeks, door to door

Week 1

Direction lock: mascot vectors, palette, type. One call.

Weeks 2 & 3

Roll-out: packaging, menus, napkins, cards, stickers.

Week 4

Website build & content, delivery-platform assets.

Week 5

Brand book, source files, handover.

Ready when you are.

One reply locks the start date. Talk straight to the NODS team.

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