Jess Palmer
creative Director:
Branding / custom typography
&SMWHR
agency:
Role:
Two Halves Meet to Create Something Greater Than the Sum of Its Parts
In the world of flavor, salt and pepper are timeless partners—distinct yet inseparable. This duality inspired our branding concept: "the other half." By exploring the idea of a missing piece, we crafted a visual identity that suggests completeness through absence. Imagine a wordmark split in two, or a letterform that leaves you wanting more—these design choices evoke a sense of partnership and the beauty of what’s left unsaid. The result? A brand that feels both whole and intriguingly incomplete.
Overview
A bold, bespoke identity for a modern concierge company. Pepper acts as the “missing piece” in people’s lives — reliable, supportive, and empowering.
Create a visual identity that reflects Pepper’s role as a seamless, indispensable assistant while emphasizing the brand’s female-founded perspective. The design needed to feel confident and bold, yet approachable and feminine.
Challenge
Custom Typeface: Designed on a grid using circles and straight lines, the typeface mirrors Pepper’s ability to fill gaps and complete what’s missing.
Shapes & Geometry: Consistent use of circles and linear forms reinforces structure and reliability.
Color Palette: Fierce, bold, and energetic, yet with a subtle feminine leaning to reflect the founder’s vision.
Solution
The final identity balances strength and elegance, positioning Pepper as a confident, supportive concierge brand that stands out visually and conceptually.
