A surprisingly food adventure

The logo surprised me, for its design and its culture.

I grew up in China, in which people get used to apply the red as primary color and an auspicious sign for store symbol. In fact, Chinese believes that red is a fortunate color for business.

However, when visiting Dangerously Delicious Pie website, I was shocked by its logo. In a square blackboard, a white chalk depicted a quaint sign—it made up with a pie and crossbones causing me think of a pirate ship. And the dark background and harsh font put me in a risky environment.

A lot of questions began to show in my mind: what is the Dangerously Delicious Pie? What does it look like? With those questions, I went to the website and started my painstaking searching.

At last, surprisingly, the food conquered me.

Such a gorgeous food—around 50 pies demonstrate me a pie world in a variety. Red Cherry pie, crème brulee texture Vanilla Chess pie, Chocolate Peanut Butter Chess pie, and Bacon Onion Gruyere … it seems that enumerating all of these delicacies is impossible. I couldn’t help stop my eyes in those dainty pictures, while visualizing a warmed gruyere melted in my mouth, mixing crunch of onion with the slippery slivers of mushrooms.

Never had I imaged such a colorful food world existing under the black logo. It wins me psychologically. As if after experiencing an unexpected adventure, I found a food paradise. I remembered this food—a trustworthily mouth-watering pie rather than a dangerously delicious.

Moreover, from a graphic designer’s perspective, the logo captures the customers by employing contrast: monotonous black VS diverse food colors; dangerously feeling VS pleasurable satisfaction. That is a bold approach to win the market, but it works.