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  • Ella Epton

Behind A-Z Foods Logo creation

Updated: Feb 27

I was very happy when my old client Leon Z. reached out and asked to design logo for his parents food company, AZ Foods. His parents emigrated to USA from USSR with the first wave in late 70th and his parents started out as sauerkraut makers and ended with a Mexican partner producing the hottest salsa in Chicago land. Leon wanted to give the brand a new look.

LOGO IS YOUR COMPANY REPRESENTATION. IT'S IMPORTANT. YOUR BRAND DEPEND ON IT. HIRE ME TO DESIGN ONE FOR YOU

Traditional approach

In the first 2 versions I incorporated Mexican ornamental design and created a pepper character with sombrero, face and hands holding a spoon.


I also wanted to show Leon simplified, more modern pepper with just a hat

In a 4-th version I used tomato and peppers as letters O's and in another variations I created A and Z from salsa components.


Leon liked the 3-rd version pepper guy, but wanted to see it with more detailed sombrero


For the final logo version we decide to keep a pepper guy with more detailed sombrero and changed a colors of AZ to green, added an oval version for the labels and kept circle version for round covers.

I'm working on labels now and designed a holding page for the new website to come after we update the whole production line. I'll post labels design later, when it'll be done.


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Tel: 847-471-2290

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Buffalo Grove, IL 60089

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