Soil is a small all vegetarian coffee house with an environmental focus. The shop provides an all organic product and does also have an alternative for vegans for every item on the menu.The clients goal was to get noticed by the costumers despite having to share the venue with another concept; Taps. It was also in the clients interest that we did not dissociate the non vegetarian costumers. Another concern the client had, was that the consumers would think of them as only a vegan place and wanted to communicate beyond that.
The solution I presented was appropriate to the high quality product Soil delivered. I choose a hand drawn approach in order to tie the identity to their green values. The new identity is supported by the paint strokes which gives an organic feel that goes along nice with the rest of the brand. The decision to constrain the branding to black and white was to communicate a high end feel, while also avoiding falling into the typical vegan stereotypes.