Project Spotlight: Sally Loo's Wholesome Cafe
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 wanted to clearly articulate that Sally Loo’s was more than just a breakfast place or coffee shop in downtown San Luis Obispo, it was an artisan food establishment with handcrafted menu offerings, sourcing only the best local ingredients and serving quality coffee.
Behind the Logo
We came to a consensus early in the design process that a hand lettered script logo was the right direction to take. We wanted it to feel down-to-earth 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.
Brand Colors
A warm, vintage inspired color pallette was developed to accent the existing colors at Sally Loo’s
Secondary Lettering and Marks
We developed another hand lettered secondary logo and circular badges to complement the primary script logo. A flared serif took some big cues from vintage ephemera, vintage produce labels in particular.
Sally Loo’s Hanging Sign