PROJECT

When Sally Loo’s Wholesome Cafe came under new ownership in 2017, the beloved neighborhood cafe was without a discernible brand identity. New owner Jenny Fullarton came to me with a simple task: create a handcrafted brand identity that would do proper justice to the spirit of Sally Loo’s quality of craftsmanship and hospitality.

ROLE

Brand Identity
Logo Design
Menu & Print Collateral Design
Packaging Design
Copywriting

Sally Loo’s Logo

We came to a consensus early on that a hand-lettered script was the right direction to take - something that felt down-to-earth and homey with a sense of refinement. Rounds of sketches and feedback culminated into a friendly script on a diagonal baseline, inspired by vintage brush script specimens.