Studio Mazaar is a branding project that came about through a live brief directed by the studio Accept & Proceed. The Task was to create an Identity for the holding company of Dominic Cools- Lartigue, creator of projects such as ‘Street Feast’. It would need to have built-in adaptability to work with his future activities that could expand from food and beverage pop-ups to move into more stand-alone projects such as pubs and more Hospitality focused ventures. The identity was based around the basis of the company’s core values; Community, Intuition and positivity. The logo marque is the main reflection of these philosophies with having an open, sleek construction. Both being something recognisable and approachable but with a more natural form. This was to offer a more of a unique and intriguing side to the brand, something that is reflecting of the intuition and forward-thinking that the brand wants to be known for. Other aspects of the brand values are demonstrated through more performative elements. With having most of the uniforms of the staff or any company merchandise been taken from charity shops and having the branding screen printed on to it. Both looking out for the community in which the projects are set up, reducing waste and being a direct representation of the community value of the brand showing it Philanthropic nature.