The new owner of an established business was registering a new business name in to acknowledge the change in ownership as well as afresh approach to menu options.

The full registered name "Taaj Café To Go Fish 'n' Chips" was rather long, so the decision was made in consultation with the owner to highlight the central "Café To Go" statement as a kind of 'formal nickname'. Using a simple font arrangment and a colour scheme that would help to present the business in a bold way, we chose to use a stereotypical image of a clock to present the speediness and efficiency of service in a playful way.

The logo has been used as storfront signage, on all menus and advertising leaflets for the past three years.