For Lara’s logo, she had a pretty clear idea of what she envisioned for the design. Because much of her dietary habits stemmed from consuming whole foods and natural ingredients, she wanted the wordmark to represent a growing tree. I originally created 2 versions for her: one with a leaf attached to the top terminal of the ‘f’, and the other with additional roots on the bottom terminal of the ‘f.’ We found that the roots were too distracting, and made the element look a little bit too obvious. The final result is more subtle, hinting at the image of a budding plant.
We chose a soft green for the primary colour palette, inspired by the sage plant. Since the word ‘green’ was already in the title, I reversed the colours to avoid an overly literal interpretation.
As for the typeface, we both really liked Mrs Eaves (set in lowercase italic). Particularly known for its beautiful set of ligatures, I was quite pleased that the conjoined ‘e’s in the middle brought an even more cohesive and unique feel to the wordmark.
Project brief
Cooking and clean eating had long been a passion for Lara Frendjian. When it finally came time for her to jump career tracks, this financial controller-turned-holistic nutritionist needed a fresh look for her new food blog. Something simple and refined that would represent her personality well and suit the kinds of recipes she would share with others.
Services provided
Logo design, photo editing, website theme sourcing, installation and customization
Original wordpress theme: Gather by 17th Avenue