An earthy brand identity and website for a plant-based restaurant.

The Local Lemon is a 100% plant-based, nut-free restaurant and bakery aiming for seasonal and locally sourced ingredients. The brand? Earthy and bubbly. The food? Nutritious!

I became inspired by a vegan cafe I visited during a summer trip to Quebec City. As I sketched and brainstormed for this fictional brand, the name quickly came to me; The Local Lemon. The name emphasized local cuisine while offering some great imagery for the brandmark—a lemon! Merging earthy tones and a serif font, my goal was for this brand to be welcoming, down-to-earth, and bubbly. Curved lines and uneven widths are used across the brandmark and graphics to emphasize nature’s imperfections, and are paired with unfiltered and bright imagery. All this combines to position the brand as offering high-quality food in a down-to-earth, welcoming atmosphere.