UMBER + FIG
Assignment Outline
For this project, I was instructed to create a two-letter monogram and build a business using said letters in Adobe Illustrator. My objective is to create a sleek, classy logo that will be attractive to customers and draw them in to the restaurant. I drew the thumbnails by hand and photographed them.
Target Persona:
This voice would be a woman in her late twenties or early thirties named Caitlin who desires healthy, allergy-friendly food. She lives in Santa Monica and spends lots of time doing yoga, meditating, reading in-depth, introspective books about finding oneself, and playing with her mini Australian Shepherd. Caitlin just started her career five years prior and finally has enough money to comfortably treat herself while affording car payments, rent, phone bills, etc. She desires an attractive and large social media following and posts frequently on her Instagram story (especially pictures of food).
Umber + Fig is a restaurant that specializes in cuisine without the 8 major allergens or cross-contamination. They are an up-and-coming, chic, minimalistic restaurant with three locations: San Francisco, Venice Beach, and Malibu. They are known for their incredible vegan and gluten-free options.
