learning curve

hey, that's my shoe.

revised and more dirt laden

The goal of this visual identity will be to convey the idea that vegan food can be surprisingly and explosively tasty. The tone of voice will be caring and optimistic. The attributes to be embodied will be friendly, organic and eclectic chic. The needs fulfilled will be healthy and flavorful food located in an inviting and non judgmental community.

other side

business card

website mainpageinvoice frontinvoice back (the pad with make ready and screen printed collage, hammerpress + tammypress)We never said we were dirt cheap.the menu cover (made from old book cover elements + screen printed collage elements)

(my inner cameron perry may have taken over for this one)

Stationary will be an item for sale in the restaurant. The front at back covers will be printed on make ready stock whenever possible. This would likely be a handmade item as this company cherishes thoughtfulness and detail.

never crop a hand like this

outrageously colorful billboard (a little too much)our errand running vehiclethe #10 envelope; notice eat would be revealed only after removing the mailed item.tshirts! (way too clean, it is true)

and thank you for eating dirt

Local Dirt is a friendly, eclectic and outrageously tasty neighborhood vegan restaurant. The following are touchpoints or points of contact with the consumer.

apparel for the workers and delighted visitors

(men's line will be out soon)stationary
invoices to thank the masses for eating dirt.
business cards
a necessary #10 envelope (because we might be dirty,

but we pay our bills)
the dirt vehicle
environmental signage

soundmark iterations

Initial soundmarks, and rough they are. My desire is to capture the friendly, tasty and eclectic nature of the local dirt experience.

local dirt soundmark1

local dirt soundmark2

local dirt soundmark3

It is becoming clear the piano sound with the bell alone is a fine and potentially seamless possibility verses my attempt at the Girltalk style (although I will master that.) Either way, a chime sound-splice is vital to the success of any of these.

delicious dirt

The name of my proposed vegan restaurant is officially, local dirt—no turning back (although the other day I awoke from a dream with an equally viable name: grass eaters.)

My idea is to loosen the stiffness of the stereotypical militant vegan variety. It's a great lifestyle and golly they have fun too. My brand essence is friendly, eclectic and organic; I decided to become one with the possible branding materials...The logo type could evolve into many textures.

Local Dirt

Last night the lord spoke...Local Dirt = Local YUM

I adore the initial imagery of munching on dirt. (Sorry to speak the obvious)—the dirt is actually an indexical reference to acquiring food by means of local gardening. But we will serve dirt as well, if you desire.

I long to create something that is absolutely anti-iconic. To me, iconic design is equivalent to the expected. (Why bother creating a message if the result is something the masses already know?)

Alright so not everyone will grab a bite to eat at a place called, "Local Dirt," but that is alright with me. (My alternate brand idea is yum (with as many "m's" as are needed to establish the echoing euphoria.)

What's in a name?

Problem Statement (concerning the identity specs of my new vegan restaurant):

The goal of this visual identity will be to convey the idea that vegan food can be surprisingly and explosively tasty. The tone of voice will be caring and optimistic. The attributes to be embodied will be friendly, organic and eclectic chic. The needs fulfilled will be healthy and flavorful food located in an inviting and non judgmental community.

and now for a few name possibilities...

Proponents of Yum

About five years ago at an art show, I met Heidi Van Pelt, the infamous creator of the local vegan restaurant, füd. Throughout the show, she was serving ice cream made from cashews; the flavor was incredible. I had no idea this was possible.

The following is a collection of slides from my recently flavorful presentation concerning a branding idea for an explosively tasty vegan restaurant.

(I began this project while attempting to carry out a not only vegan, but solely raw diet. Three weeks later—and ten pounds lighter, I am now a just a vegetarian.)

my kitchen (above) and an expressive type demonstration (below)
You don't have to say it, I have already been reprimanded. I just enjoy the type escaping to the heavens. (above) Key beliefs include a commitment to acquiring ingredients from local and organic markets.
The only required commonality for those who enter this restaurant would be, an affinity for flavor.
The above photo (taken at Bad Seed) symbolizes the unending possibilities.
The essence (as symbolized by a fragrant aroma) would be tasty and healthy vegan food.
Brand attributes: friendly, organic and eclectic chic. (It is my desire for the style of these slides to embody this theme.)
(A cameo from Brooke Salvaggio who grew up with the nickname, Bad Seed. (What a perfect name for her farmer's market.)Flavor skeptics are our favorite to please. (Does his face not say it all?)
We're in your neighborhood...so stop on by. (A goal of this restaurant will be to establish a diverse and inviting community.)
Convinced?