“This week” might be stretching things a bit, we designed this gorgeous logo for cafe, Root or Berry several months ago, and with the Flourish rebrand I’ve just been too busy to blog about it. But I love the logo and identity and so I couldn’t not share it with you!
Root or Berry is a new take on the juice bar/ salad bar concept. A small outlet on Guildford’s North Street, Root or Berry creates fresh juices, smoothies, soups and salads from fresh, raw ingredients of your choice. Fancy a vegetable soup with crispy croutons to take away? No problem: pick your raw veggies (either according to your own tastes or the suggestions on the menu board) and they’ll whizz you up a fresh and nutritious steaming soup in a matter of minutes.
Entrepreneur Chris Connor (we’ve worked with him at Pews, The Farriers, The Albany and the Squirrel) approached Flourish to create a fresh and engaging identity that would help Root or Berry stand out in a town that’s full of cafe and restaurant chains.
We identified from the brief that Root or Berry would best fit into the Autumnal palette. Earthy, strong, community and people centric as well as wholly natural, Autumn seemed like the logical step. And so the intense, muted burgundy and the zingy (but still muted) green were a great starting point for the design.
The icon (slices of fruit) was the one concept out of all the ideas we showed Chris that stood out the most for telling the Root or Berry story. I have to be honest, I don’t normally feel the need to “explain” what a company does in the logo, but the stacked fruit looked great and fitted so well with the concept that we just had to go with it.
The hand-sketched font represents the spontaneous, relaxed approach of Root or Berry but the slab serif keeps it rooted in reality and creates that important trustworthiness.
We also wanted to create a “stamp” that Chris could use on his sandwich bags and coffee cups. And so the Totally Pure stamp was born. Chris has also used this in the frosted window displays of the shop.
And here’s the stationery. Simple, clean and effective.
{ 2 comments… read them below or add one }
The logo and signage looks great from outside – it caught my eye from across the street so I popped in there to buy lunch.
Thank you very much Kas. Lovely to hear from you