Culinary Guide Shop is a strategic consultancy for food businesses who want to authentically align their menu, pantry and supply chain with their mission. In a landscape of food & restaurant consultancies, CGS has a unique vision and experience to serve a burgeoning market of food business owners who are conscious of provenance and quality in their end product. CGS seeks to support those conscientious business owners with a focused set of offerings.
The name is drawn from the role and tradition of the guide shop in the fly fishing community. Both a location and a service, the guide shop is a one-stop solution for all your fly fishing needs. Particularly when traveling to a new location, the guide shop can advise you in all matters, from the local ecology to the latest technical innovations in gear. The guide shop exists to support you and provide the products and services you need to pursue success.
The logo is a depiction of a fly cast. The image of a fly cast is iconic at best, cliche at worst. In this design, however, in the spirit of CGS’ unique vision, the fly cast is illustrated from a head-on, two point perspective, turning the typical view on it‘s head, offering a refreshing, original take on a classic image. It is furthermore a dynamic, alinear path, much like the process of operating and improving a food business. The circuitous nature of growing a business can be daunting, but with practice, experience and perspective, the road to success becomes much more possible.
The logo is simple, fluid, and pleasing. In it’s assymetry, it is alluring, dynamic and exciting in a landscape of fairly dry graphic identities across the food consultancy industry.