Leafy fresh
Brief from client
This is from a practice brief on briefbox.
‘Leafy Fresh’ is a take away and delivery service specialising in vegan delicacies with fresh, locally sourced, organic produce. They are looking for a logo which reflects what the company is about. Being a family run, small business, with all meals made by hand in small batches, they want their logo to have a similar handmade, natural feel. The client would like a logo that doesn’t feature the obvious hand drawn leaf, as they feel many similar companies have overused this so they would like their brand to be more unique. They would still like to convey a natural and organic feel to the logo but want to show this in the lettering and through the overall appearance of the logo. Think natural, fresh, organic, custom, handmade and earth friendly.
My idea for this went on the backbone that veganism is about preserving life and exploitation of animals (Not all people do it for that reason) but its based on that. Which is why I went for a tree to act like the tree of life (Not created in its typical style)
Going on the reference images on the brief I chose the circular shape and connecting block pattern because the vegan community seem to be proud that they are vegan and they are all connected with that, also the family run takeaway shows the same idea.
They wanted a handmade feel to is so I tried to go as far as possible with the sketch before using the pen tool and try to leave small imperfections along the way while still adding structure.
I chose green and brown as I can't think of any other colors that give an earthy and organic feel to it.
Your critiques will be very much appreciated.
Thank you.
5 Comments
My initial thoughts are that at a distance it just looks like an incomplete ring. I would make the silhouette a bit more recognizable.
Also, the pattern behind the leaf in that ring looks like the opposite of organic. Rather, it looks like technology and man-made circuitry. I assume you were going for leafy veins, but the outcome is not conveyed that way.
Your main text is interesting, but the subtext suffers by not following the overall design scheme (hence the red thumb there).
Good work, keep at it!
Thanks for the advice.
For the pattern there was this reference image provided that was quiet liney and sort of mayan looking so I thought with all the shapes interlocking together etc it would have the same feel, but clearly as you are pointing out it is not relevant to the brand.
Perhaps you could marry the two ideas and use more of a plant cell wall type of structure.
I now pronounce you design and logo!
That is actually pretty cool, I will go check out the patterns and see how it looks.
Thanks alot