Tarro

The Tar­ro team iden­ti­fied its brand attrib­ut­es as Friend­ly, Car­ing, Gen­uine, and Insight­ful. It was impor­tant for Tar­ro to be per­ceived as a trust­ed part­ner for clients. Grow­ing up in a restau­rant him­self, Tarro’s CEO under­stands the ded­i­ca­tion it takes to run an estab­lish­ment, and the pain points that make it unnec­es­sar­i­ly difficult. 

Tarro’s most direct com­peti­tors haven’t embraced brand and feel very tech­ni­cal. That cre­at­ed a huge oppor­tu­ni­ty for Tar­ro to not only deliv­er com­pet­i­tive solu­tions, but also con­nect with clients emo­tion­al­ly and cham­pi­on the unsung heroes of the industry.

After our eval­u­a­tion, we nar­rowed down Tarro’s Sin­gle Most Impor­tant Thing (SMIT) to Sat­is­fac­tion Through Thought­ful Sim­plic­i­ty. Tar­ro and its intu­itive offer­ings exist to help restau­rants run more smoothly. 

Inspired by the heart-shaped leaves that adorn a taro plant, the logo­mark evokes feel­ings of peace, hope, and joy. Although the plant didn’t inspire the Tar­ro moniker, it did pro­vide a sim­ple logo­mark solu­tion that aligned close­ly with the brand attrib­ut­es and SMIT.

The logo­type is a slight­ly altered instance of Deg­u­lar. The exag­ger­at­ed ink traps give the per­fect touch of play­ful­ness to an oth­er­wise sin­cere word­mark. It rep­re­sents a con­fi­dent yet friend­ly approach to a ser­vice-cen­tric iden­ti­ty and sym­bol­izes the sim­ple thought­ful­ness with which Tar­ro serves clients. 

Dea­con is Tarro’s pri­ma­ry brand font. Its strong and pow­er­ful design injects a sense of con­fi­dence and pride, while the heavy weight feels approach­able and ener­getic. Ques­tri­al is Tarro’s sec­ondary type­face, exud­ing a sense of pro­fes­sion­al­ism and support. 

The col­or palette inten­tion­al­ly con­veys sup­port­ive­ness and friend­li­ness. Cus­tom pri­ma­ry hues Taro and Flour anchor the brand, while a sup­port­ing cast that fea­tures Mint, Rhubarb, Tan­ger­ine, Mus­tard, Cilantro, Berry, and Acai gives a play­ful nature to the iden­ti­ty. The extend­ed palettes will pro­vide flex­i­bil­i­ty and acces­si­bil­i­ty in dig­i­tal environments.

Tar­ro has a pow­er­ful sto­ry to tell, so we lever­aged a strat­e­gy of express­ing that nar­ra­tive through a com­bi­na­tion of image and typog­ra­phy. Through dip­tychs, mar­ket­ing can high­light the con­trast between ​“the bad” and ​“the good,” or a before-and-after with Tarro.

And since restau­rants are where Tar­ro’s clients will lit­er­al­ly expe­ri­ence the ben­e­fits of the brand and its prod­ucts, it’s impor­tant to high­light those environments.