CLIENT/INDUSTRY: School Project
SOFTWARE: Illustrator, Photoshop
DELIVERABLES: Digital Assets
TARGET AUDIENCE: 20's-30's Audience
Choy's Garden is a hypothetical logo project with the premise of creating a business logo based on a fruit or vegetable. Given the large amount of freedom given to students, there was no limit to what kind of business.
During brainstorming on business and vegetables/fruits ideas, I went with the concept of a Modern Restaurant that served Asian cuisine, which would be culturally relevant to me. My next step was using a Visual Brainstorming Moodboard to gather inspiration and resources online. This tool helped me narrow down the font, color scheme, and that bok choy would be the best vegetable to use, given how prominent an ingredient is in Asian cooking.
TYPE & COLOR
Red is the primary color for the logo because it has a significant meaning in many East Asian cultures, mainly meaning good fortune/luck. It is also one of the most iconic colors often associated with Asian cuisine. The Japestyle plain Typeface was chosen due to its similarities to Asian calligraphy, which evokes a similar theme to the color.