2022 - Visual Identity + Illustration
LOVEFOOD is a luxury personal cheffing service based in Portland, OR. The client wanted an elevated, yet approachable identity to convey the idea of a high-class, gourmet experience in the comfort of your own home. It was important to them to incorporate vegetable illustrations to draw the connection to healthy, whole-food-based cooking; I chose to employ a simplified sketch style for these to invoke a cozy, hand-made feeling. Drawing from nature, we chose a sophisticated, cool-tone palette that nods to her PNW roots.
The characters of the wordmark appear scattered, much like cluttered countertops full of bottles and bowls after a chef completes their “mise en place.” The ultra-structured grid layout on the back of the card in juxtaposition with the organic feeling of the front helps to achieve the “elevated approachability” this client was after.