Photo by Margo Sivin. Sign Painting by Sasha Pearl.
Common Table
A local community food space in the Hudson Valley needed a logo and color palette to be used across their digital and print branding, and in the space itself.
Color Palette
The client needed a color palette that would work for a website, printed branding like stickers and packaging, and could be applied as paint in the kitchen itself. I started the color process broadly — showing a myriad of directions and inspiration to get a sense of what direction he wanted to move in. From there, we narrowed in on the yellow and teal. The remaining colors were built to compliment those primary colors and increase usability. The floors in the kitchen, for example, are painted the dark blue, and the walls are peach.
Primary Logos
The client asked for a hand-lettered, vintage style logo. The process began with sketches on paper before I brought the design into Procreate to draw it digitally. From there, I edited and formatted in Illustrator. I went through 2-3 rounds of revisions with the client, and then produced a full set of logos in the entire color suite, in black and white, and horizontal versions.
