Hammontree's | Restaurant Rebrand
ASSIGNMENT DESCRIPTION | I decided to rebrand Hammontree’s, a gourmet grilled cheese shop in downtown Fayetteville, Arkansas. For this project, I created a brand identity with an original handrawn logo, color pallete, pattern and typeface usage. For the different mediums, I designed a menu, stationery packet, merchandise and apparel, packaging design, and outdoor exterior design. I also decided to mock up all of the stationery and packaging products.
CONCEPTS | Hammontree’s really emphasizes the use of local ingredients, so I wanted to convey this in my design. In the pattern I created, I used items and descriptive words that were relevant to the company. I also wanted to incorporate a very unique and fun look that represented the essence of downtown Fayetteville and what Hammontree’s is all about. Since their target market is mostly college students, I also wanted to create an attractive, updated design
for Hammontree’s
CREATIVE PROCESS | For the logo and pattern, I did all hand lettering by scanning in the artwork, then vectorizing it with a pen tool. The illustrations are all original artwork, and my goal was to emphasize a fresh, local design to Hammontree’s brand identity. In addition to the project, I also decided to mock up all of my print ready files that I created. I love packaging and being able to see what I made and have it in my hands. Other elements of my design include, natural wood tones, brown paper, and a more unified, updated look.
| original illustrated pattern based off of Hammontree's unique venue
| to-go box
| hand made envelopes with pattern detail inside
| double thick business cards
| flip ring menu on a hand crafted cutting board
| cheers! coaster for your beer.
| handlettered logo ideas & process
