Logo design for Spice Garden, an inner city hipster food market.
The market delivers ethically and humanely produced food such as fruit, vegetables and meat. The target market are both genders, 20-40 years old. The general feel of the design needs to be urban and modern feeling with a rustic hint, therefore earthy colours are preferred. These need to appeal to both genders and different age groups.
Given the design specifications, I have decided to take a hipster symbol and merge it with a food graphic. I have chosen the penny-farthing because it gives a strong sense of retro which is characteristic of the hipster movement. I have took advantage of the big round front wheel to implement the graphic of a section of a chilli. The chilli seemed to work well with the name Spice Garden. Red earthy colours have been chosen as well as a gritty brush font complemented by a contrasting straight and clear font.