Prompt: to create my own brand identity, capture the brand identity, and design a logo in multiple forms, including inverted and horizontal/elongated versions as well as icons to represent the brand. I was then asked to apply my designs to a range of mockups to bring my brand to life.
Goal: The intention of my restaurant would be to use the momentum and popularity of plant-based eating from the youth and inspire everyone to get on board. Maybe their dining experience at The Basil Table can kickstart someone’s journey towards veganism!
Final Mockup
This is my final application for "The Basil Table." I chose to create a plant-based eatery that focuses on exploration of the vegan lifestyle and the unique experience of the customer. I aimed for this brand to relate with a primarily Gen Z and Millennial audience, as my research showed that the majority of individuals who identify as vegan or vegetarian are members of these two generations.
I envisioned a natural yet hip eatery that prioritizes the enjoyment of experiencing new food combinations while making sustainable choices. I came up with a slogan that I think encapsulates the brand: “Powered by Plants, Fueled by Joy.”
Color Palette
Mood Board
I chose the typeface Sergio-Trendy Regular for my logo. This typeface conveys the fresh, experimental nature of my brand, which is all about trying new and healthy flavor profiles. The modern, trendiness of the typeface is appealing for an audience searching for new experiences, unconventional dining, and refreshing tastes. The touch of funkiness of this typeface appeals to the younger generation that is known for being more eco-conscious than previous generations-- I found in my research that vegans tend to be younger than the general population, with the majority of vegans falling between 18 and 34 years old. The number of vegans in the UK has risen by 350%, driven by the youth.
I chose the shade “Army Green” for my primary color as it is experiencing a comeback and is trendy in the world of social media, fashion, and design. Additionally, green relates to the basil leaf and is a symbol of nature, growth, healing, freshness. It is often described as natural, earthy, revitalizing, and refreshing, which corresponds with the intentions of a plant-based restaurant: enjoying healthy food while doing good for the earth.
Ideations
Above are my final logos, icons, sketches, color palette, and moodboard for The Basil Table. I have included brand marks/icons, inverted versions of the logo, as well as both the original and horizontal versions of my logo.
Mockups
Above are some mockups I created using the long version of my logo, displaying both the inverted horizontal logo and the original horizontal logo as well as a round icon.