Haddon Culinary is a restaurant and market in Collingswood, New Jersey. I worked with Haddon's owners to create a logo, branding, signage, and advertising based on the look and feel they wanted to convey.
The sketches for the logo were based on photo of zucchini blossom from the owner's garden. I started with pen and paper. The next steps show how I refined them further.
I took a photo of my original sketches and refined them on the iPad using Procreate. This gave them a clean background and allowed me to easily import them into Illustrator for the final version.
These are some of the initial logo concepts. They all follow the rustic hometown feel, but we decided on the bottom right version for
Below are the final versions of the logo. One for dark backgrounds, the other for light backgrounds. Besides the addition of color, the shading and detail on the flower have been cleaned up, and the type was made bolder.
The water droplet is still a pretty strong design element, so I created a much more simplified version of the original. This paired with the house simply illustrates a sense of friendliness and dependability. The colors and form are finalized in the version below.
The logo above is the final version. It was the most versatile and well put together of the three options, and the color palette goes best with the feeling Ion wanted to convey. The water drop doesn't overpower the brand name, and the spacing and angles of the house frames the water droplet well. There are only so many options when choosing a color for a droplet, so blue was the natural choice.
To go along with the style and color of the logo, I created icons to represent the different products that Ion provides. They are kept as simple as possible with thin lines and sharp corners rather than rounded.