Concept Development | Branding | Web Design | Packaging | Social Media
This project was part of a study in strategic design for business specifically in the SMB bistro market. I began with market research to understand the current trends and shortcomings in the industry and also was able to identify the type of competition. Delving into the creation of a moodboard I developed a concept of an environmentally friendly, vegan bistro & café inclusive of a natural lush green interior.
I wanted to keep the brand artwork minimal and clean with the use of tints and thin stroked san serif fonts, the reason behind this was to match the kind of simplicity you would find in a plant-based meal. After the concept was established, I continued with a brand identity and a digital presence for this brand. The programs I used to create these were Adobe Illustrator, XD, Indesign and Photoshop.
Name & Logo
The name was developed to support the green and environmentally friendly concept and the logo creation was done using a combination of a bistro-style cursive font with several illustrations of leaves extending out of the letter F to resemble the name “Fern”, the plant-based food and drinks that are being served, and the lush green interior. I used a shade of olive green for the name Fern to embrace the greenery around the brand and a dark brown earthy tone for the clean and minimalist typography for contrast. All within a neutral light grey circle to create a focal point.
Branding & Packaging
In-House Items
These items are designed for in-house use, with the foliage in light grey against a green background to keep it subtle with the already existing green interior within the cafe.
Take-Away Packaging
These items have a similar design to the in-house items. However, the foliage is a shade of green on a tinted green background as opposed to the in-house items. This approach aimed to have the green concept stand out, once it was taken out of the café.
Digital Presence
Landing Page
A responsive landing page was created for this brand to showcase its brand identity further and as a platform to view its menu, promotions, and special events. I have used a dark green leaf pattern on the page’s background to create the digital branding distinctive from the rest of the branding but yet keep with the theme.
Social Media Marketing
I have designed posts in multiple dimensions to fit most social media platforms to create a digital presence for the brand. For consistency throughout all the digital artwork, the leaf pattern used on the landing page has been used in these posts as well.
Adobe Illustrator | XD | Photoshop | Indesign
RaRa Creatives 