LOGO DESIGN PROCESS BOOK
01 STATEMENT/FARM TO TABLE For this project, I chose the “farm to table” movement. My first concept was based on the practice of appreciating local and seasonal ingredients. In my preliminary sketches, I tried to connect “food” with “local”, “natural”, “farm”, and “seasonal”.
02 CHEZ PANISSE As my research expand, I started to focus more on the history of this movement, and therefore created my “Nautral & Local” logo. Since this movement first branched out when Alice Waters, a chef based in Berkely, California, started her little family restaurant, pursuing the original taste of food. The concept of eating locally, along with her passion for fresh ingredients and french cuisines spreaded out and eventually formed, what is now, the “farm to table” movement. I took inspirations from her restaurant’s (Chez Panisse) publications and posters designed by David, and tried to mimic the art style of the 70s.
Natural & Local berkely 1971
sample text on business card with actual stuff. sample text on business card with actual stuff. sample text on business card with actual stuff. sample text on business card with actual stuff. sample text on business card with actual stuff.
03 TASTE THE ORIGIN The last and final version of the logo evolved from that local-cafe-like design, and since “farm to table” wasn’t really just for farm produce, but all ingredients that we might be needinig in the kitchen, I expanded it to “Taste the Origin” so that it covers not just farm, but also vineyards, cheese factories, fishing industry, etc..
Text Besom Alte Haas Grotesk
a lifestyle worth preserving
a lifestyle worth preserving
story.origin.taste
story.origin.taste