Concept

The Ugly Duckling is a new hospitality group in Amsterdam. Commissioned by and in collaboration with Brandchef Amsterdam, Flavored and Branded designed the visual identity. The logo is a harmonious combination of a symbol and a wordmark, with the symbol portraying a swan gracefully diving underwater. The swan was chosen as a nod to The Ugly Duckling story, where the misunderstood duckling ultimately reveals its true identity. The act of diving represents a deeper purpose: the search for food, which serves as a metaphor for guests exploring and discovering the venues of The Ugly Duckling.