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.

Services
Brand Identity
Logo Design
Menu & 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.

The fine folks at Life Elements were already hard at work crafting handmade skincare products in Atascadero, CA, when the CBD wave began to crest. President Martha Van Inwegen saw a potentially perfect match with her 100% good-for-you skincare remedies paired with the benefits of hemp-derived CBD. Less than two years later, the CBD & Honey lineup has grown to a family of 25+ SKUS with no signs of slowing down.

Services
Brand Identity
Packaging Design
Copywriting

A Central Coast boutique wine label committed to approachable, small batch wines honoring the Central Coast terroir.

Services
Packaging Design
Illustration

We created collaborated with Cacti Coffee Roasters on a typewriter-friendly coffee packaging design for Sally Loo’s grab and go bags of coffee. Shawn Clark of Cacti hand types each label himself with region info and tasting notes.

Services
Packaging Design
Copywriting

A heritage inspired brand identity for an estate-grown organic apple farm in Nipomo, California.

Services
Brand Identity
Apparel Design

A culinary-centric logo and business card design for Chef Emery Chapman, inspired by elements often used in her beautiful dishes

Services
Logo design
Icon design
Print collateral

I was commissioned to design a logo and packaging solution for a local rancher who sells hand cut oak firewood. We paired a simple mark inspired by oak trees native to the Central Coast with custom wood type lettering. This we made into an oversized, easily reproducible rubber stamp to be used on kraft paper bags.

Services
Brand identity
Logo design
Packaging design
Hand lettering

Shine Dental Hygiene is a concierge dental service on a mission to provide in-home care to the elderly and homebound on the Central Coast. When Shine owner Katerina Pritchett came to me for a brand identity, we knew early on that the logo needed to evoke a reassuring sense of warmth, kindness and grace, but we felt strongly the branding should read as a dental care business. We tried a few different things, but ultimately landed on a friendly tooth icon paired with a friendly sans serif.

Services
Brand Identity
Logo Design
Copywriting
Web Design

When Life Element president Martha Van Inwegen came to me requesting some brand collateral for an upcoming trade show, she asked that I create a system of brand icons that would showcase the down-to-earth, adventurous sensibility of her brand.

Services
Marketing/print collateral
Brand illustration
Surface pattern design

Keep It Hero Illustration

A quaint storefront illustration for an app project offering coupons for brick and mortar small businesses