The Nines marketing agency reached out to me to create a logo and branding for their client, Haddon Culinary, a restaurant and market in Collingswood, New Jersey. They specialize in farm-to-table ingredients, chef-prepared meals, and catered events.
Haddon Culinary wanted to include a zucchini blossom in their logo so I sketched different versions based on reference photos, keeping the design balanced between simple and intricate.
I put together logo concepts based on the zucchini blossom illustration. The aim was to convey local hand-crafted cuisine which is approachable but elevated.
I worked with The Nines agency to decide which approach worked the best. We decided on the oval-shaped concept and I turned the one-color concept into two designs: one for light backgrounds and one for dark backgrounds, shown below.
Below are business card and promotional card designs featuring the Haddon branding. It featured the logo I created combined with a rustic green and close-up imagery of ingredients. I used the font Athelas Bold for headlines and Athelas Regular for body copy for its compatibility with the logo and to continue the rustic, hometown feel.
