Project Overview

Complete brand identity design for “Harvest Table,” a farm-to-table restaurant focusing on locally sourced ingredients and sustainable dining. The project encompassed logo design, menu layouts, packaging, signage, and digital assets to create a cohesive brand experience.

The Brief

The client wanted a warm, approachable brand that communicated freshness, sustainability, and community connection. The design needed to appeal to health-conscious diners while maintaining broad appeal for families and food enthusiasts.

Design Challenge

Creating a visual identity that felt both rustic and refined, avoiding clichéd farm imagery while still conveying the farm-to-table concept. The brand needed to work across diverse applications from fine dining menus to casual takeout packaging.

Creative Process

Brand Discovery: Conducted workshops with restaurant owners and chefs to understand their vision and values.

Market Research: Analyzed competitors and identified opportunities for differentiation in the local dining scene.

Concept Development: Explored various directions from minimalist typography to illustrated approaches.

Visual Language: Developed a cohesive system using earthy colors, organic shapes, and custom typography.

Design Solutions

Logo Design: Created a distinctive mark combining a stylized leaf with elegant typography, symbolizing growth and nourishment.

Color Palette: Developed a warm, natural palette of deep greens, harvest golds, and cream tones that evoke freshness and comfort.

Typography: Selected a custom font pairing balancing readability with personality – a refined serif for headings and clean sans-serif for body text.

Iconography: Designed a set of custom icons representing seasonal ingredients, cooking methods, and sustainability practices.

Brand Applications

• Menu Design: Multi-page layouts with seasonal flexibility and clear hierarchy
• Packaging System: Eco-friendly takeout containers, bags, and branded napkins
• Restaurant Signage: Exterior signage, wayfinding, and interior wall graphics
• Digital Assets: Social media templates, website graphics, and email newsletters
• Merchandise: Branded aprons, tote bags, and seasonal promotional items

Visual Impact

The warm, organic design language created immediate brand recognition and reinforced the restaurant’s commitment to quality and sustainability. The flexible system allowed for seasonal menu updates while maintaining brand consistency.

Results

• Brand Recognition: 73% unaided brand recall in local market research
• Customer Engagement: 45% increase in social media followers post-launch
• Sales Impact: 28% increase in takeout orders attributed to improved packaging design
• Awards: Winner of local design association’s “Best Restaurant Identity” award

Tools & Techniques

Adobe Illustrator for logo and icon creation, InDesign for menu layouts and print materials, Photoshop for photo editing and digital assets. Utilized sustainable printing methods and eco-friendly materials throughout the brand implementation.