Lilac Tree Cafe
The website and branding for this new Cafe was to be clean, modern and represent full flavours and quality ingredients with a healthy twist. Richard had already begun work and wanted to pull his ideas together into something more unified. I began with some custom typography, utilising the letterforms to symbolise harmony of the flavours marrying together.
I then drew up a delicate new tree with a curvacious, full canopy and almost heart shaped leaves to imply a bountiful harvest, ripe and delicious flavours and perhaps even an abundance of ingredients. The Canopy is grouped into sections, so that when colour is applied, the gradient adds an almost natural looking variation. The logo is unmistakable, even in it's simplest form. It works beautifully in colour but the mono versions also stand alone very well, which is the benefit of a totally bespoke design. It allows for vibrant colour applications but also works when pared back to let the delicious food photography shine.
Imagery leads the way on the website, and subtle hues add a barely-there yet identifiable compliment to the branding. The colour is allowed to shine bright again in the signage and advertising, with a dark backdrop to contrast with the pop of vibrant colour.
Expanding on the vector logo quite literally, takes the small station stop to the next level. Instantly tied to the brand, the bold signage adds interest to an otherwise simple facade. Rich food photography was a great solution to bridging the gap between the marketing launch and the final menu decisions. The furniture and planting will add a lovely natural flourish to the space too.