Vegan Chop House

BRAND IDENTITY, WORDPRESS ELEMENTS

— Crazy good.

THE CHALLENGE

I was called i to help develop the logo. They may not seem so hard, but the challenge here was to create a vegan-friendly logo featuring a farmer and a bull.

THE PROCESS

This is probably the hardest-working client I have ever met. Truly. From mastering recipes to exquisite food photography, there was little for me to do— he had even drawn up a concept for the logo. In pencil! By hand! It was my job to bring it to life and see where it took us. It involved some Photoshop retouching to remove nose rings and relocate arms, but more on that later. I also ended up doing some color correction on all the recipe photos to really make them pop, as well as designing some recipe icons for the website. This project was delicious from start to finish.

THE FACTS

Because the client is a consummate perfectionist, the site only recently launched, so we'll have to wait and see...

This is an original photo of the client's grandfather and his prize bull. Not the first thing that comes to mind when you think vegan! I was requested to remove the nose ring and lead rope and take his right arm and put it around the animal, and if possible, add a wink. You can read more about that story *here*
What then follows are a series of samples showing the transition to a vegan-friendly logo.

Here is an image of the hand-drawn logo the client produced. Not bad at all!

I developed the client's idea and then fleshed out additional layouts to see what suited the imagery best.

Once we had decided on the final logo, it was time to play with color. I immediately went to the client's photographs for inspiration from the vibrant ingredients. Below are some color sample pages along with the winning color choices, which were picked to complement much of the greenery in the recipes..

As the logo was taking shape, we focused our attention onto the tag line, otherwise known as, "say everything about your product in four words or less". I am proud to say that I came up with the final tag line, "Crazy Good". Here are some color versions of the logo which carry the tag line.

At his point it was time to develop collateral materials. Below is a sample business card, t-shirts, t-shirt color explorations and various favicons.

The client did all his own, amazing photography, however I noticed the colors were a little dingy, due to the white balance. I went through and just brightened things up. Below is a before and after sample.

One of the things I noticed while helping the client arrange elements on the Word Press site was that his current set of menu icons did not fit into the color scheme or style of the brand identity we had developed. So I decided to create my own.