Collaborate in a team of four to create a commercial business and establish a name, how it functions, and develop the brand for that business.
Gathered is garden and cafe built for, and by the Sacramento community. Gathered firmly believes that urban farming is the way of the future for cities like Sacramento, returning to the days when your grocery store was supplied by one of your neighbors, not a faceless global corporation. Aiming for permaculture is the most responsible path for the next generation, and since the big corporations won’t do it, Gathered is taking the opportunity to set the example.
In order to create a welcoming environment for such a community driven business, we focused on communicating 4 key words with the brand: Warmhearted, Optimistic, Responsible, & Passionate. Our main typefaces were chosen because of their openness and character, which mimic the greenery the brand cultivates. The logotype was paired with a gathering of lemons, representing our core optimistic philosphy: "when life gives you lemons, make lemonade."
Vegetables and herbs were used as inspiration for the pattern elements, dipping each peice in ink and stamping it on paper for a textured contrast to the clean typography. Graphic elements focused on the idea of community by showing diverse arrangements of vegetables and in both one color and multiple colors.
