Pure & Simple Café is an organic café in Waynesboro, PA, owned by David and Cathy Pence. Cathy is also a naturopathic doctor and runs her consultancy from the café. After hearing from a contact at the café that they needed a new logo, I did a bit of research and approached them about allowing me to handle their branding pro bono, among other projects. I also suggested that since Cathy runs a separate business from the café, and since their website was already registered under pureandsimplelife.com, that they split the identity of the café and the naturopathic practice with the names Pure & Simple Café and Pure & Simple Life, with different logos for each. They agreed, and I got to work. The following gallery details the process I took to create their current logos.