This conceptual project for Willow’s Plant-Based Eatery explores the visual identity for an upscale vegan restaurant targeting a discerning audience seeking a sophisticated yet approachable dining experience. My design concept aimed to capture this balance through clean lines and natural textures.
The logo, using the Carrol Wild Stamp font to evoke a vintage and handcrafted feel, features a stylized ‘W’ with a swirl motif representing the curling nature of a leaf, conveying elegance and natural simplicity. High-quality food photography, showcasing the beauty and artistry of the plant-based cuisine, was a crucial element of the brand identity.
The menu was designed to be simple and health-focused, using clean typography and clear descriptions to highlight the ingredients and culinary approach.
The website (willows-plant-based-eatery.com) was designed to enhance the refined ambiance and appeal to the target audience. The minimalist layout and intuitive navigation create a seamless user experience.
The overall design aesthetic aimed to balance sophistication with approachability, creating a welcoming yet elevated dining experience that would attract and retain a loyal clientele. One challenge was to create a brand identity that felt upscale without being pretentious, appealing to both vegan and non-vegan diners.