Back in May, I got a call from the excellent Kacy Erdelyi, the owner of Joyist -- formerly known as Juice Culture -- which is an organic, health food restaurant in Montclair, New Jersey. She wanted me to rebrand her store, starting with a hand-lettered logo. Kacy was hoping for a quick turn-around, but with a few projects already in the works and a trip to France and Italy nearing, I had to delay.
After our first conversation, I had tons of ideas. Working with Jess Leslie, Chief Futurist at Ogilvy (and my cousin!), Kacy wanted to create branding that was more in line with the joy of eating and food. Something that makes you think of family dinners and being pleasantly full of healthy food. For the first batch of sketches, I wanted just to focus on the shape and concept of the mark, and save the lettering style for later.
Once we looked at the first round of sketches, we decided to try out two separate directions and then make a choice. The first direction would be typographic lettering and an illustration. The second direction was a hand-lettered mark. Working with Kacy and Jess was fantastic because they are both super clear about what they like and they both have exquisite taste. Every time we talked or emailed about feedback, I went back to the drawing board feeling invigorated and full of fresh ideas. (Also, I love an all-female team.) After we went through another round, and finally landed on the decision to use lettering to create the mark.
I presented five more tight sketches and I was so thrilled when Kacy chose my favorite option (above, on the right). It was a little outside the brief, but when I imagined family dinners with delicious food, I kept envisioning thick letters gathered together. So at the very end of this round, I threw in this sketch just to see.
I'm so pleased with how the logo turned out. It seems to capture that sense of joy and plenty, and feels bold on its own. For this project I also refined the lettering a bit more than in my usual editorial work, so that it will still appear crisp when scaled. (And it will be scaled on the storefront!)
After the logo was completed, Kacy needed labels for her juice bottles. At first, we were all in love with the illustrated versions, where ingredients would be shown in picture right on the packaging. But after further discussing it, we decided the option would be too tricky (every juice blend would need a custom label and any new future products would need customization). Plus, the illustration kind of buried the new logo. In the end, we choose a version where the logo is front and center and the ingredients are listed in a clear, simple font.
We still have more to do! I'm helping Kacy with some storefront concepts as well as various marketing materials, and I can't wait to share more as the project evolves.