FAUXFARM BY SHANNON FAGAN
INTRODUCTION A description of the concept and branding
RESEARCH Examples of research that helped create the concept and aesthetic
INSPIRATION Examples of people, places, & things that inspired this project
IDENTITY DEVELOPMENT The process of the making of the logo, branding, and collateral
COLLATERAL Images of how the branding is physically applied
TABLE OF CONTENTS
Introduction FAUXFARM is a restaurant that takes traditional dishes that contain animal products and veganizes them! Hypothetically
speaking, this is a family run business. The 100% plant-based, vegan menu is made to mimic classic meals that are usually made with meat, dairy, and/or eggs. The goal is to show people that a vegan diet is easy to maintain while still being able to enjoy the food youâ€™ve always loved! The target audience is anyone who is skeptical about veganism, along with vegans/vegetarians.
research Being a vegan foodie who loves to travel around Philadelphia to find the best spots for plant-based food, much of my inspiration came from the different restaurants that I have been to. I used restaurants that not only inspired my menu items, but my overall aesthetic. The menu items are from Frankieâ€™s on Fairview in the Delaware County area outside of Philadelphia. The items are similar to things that I wanted to include in the FauxFarm menu. They have regular omnivore options that can be made into vegan options. Front Street Cafe in the Fishtown area of Philadelphia. The overall aesthetic of this place is very modern and hip, with a few vintage touches. This is what I wanted my restaurant to feel like. The menu design inspired me as well.
On the left page are other logos that inspired the logo for FauxFarm, I found logos that were rustic and textured which was my the goal for my logo. I also researched many farm-like and rustic settings, aesthics, and scenery (images below). I wanted a modern take on farm.
The images on this page (left) show the progression of ideas that happened during the logomaking process. The images on the right page show the final logo along with responsive versions of the logo that are able to fit on different platfroms throughout the brand.
IDENTITY DEVELOPMENT For this brand, I wanted to portray farm, while still being playful. For the menu, I decided to make a clip board with the logo etched into the wood. After struggling to find wood, I found nice sheets of hard maple online. I was concerned with having to screw the clip to the clipboard so I just found binder paper clips which ended up working nicely with my aesthetic. I also used this wood to laser etch the drink menu coasters. For the font choices, I wanted it to be very clean with condensed sans serif fonts. I found the font â€œFarmhand Sansâ€? through Adobe Fonts and I thought it had the cleanliness I was aiming for with a farm aesthetic. The color palette consists of muted colors, but they still vary to add the playfullness. I feel like they mimic fruits and vegetables, which fits considering FauxFarm is a completely plantbased restaurant.
Farmhand Sans Din Condensed (OTF) PT Sans Narrow Color Pallette:
These images on the left are screenshots of my website’s homepage. The left image is the desktop site and the image on the right is the mobile app. Below is the sitemap.
DESCRIPTION BREAKFAST IMAGE 1 RESERVATION FORM LUNCH/DINNER IMAGE 2 IMAGE 3 IMAGE 4 IMAGE 5 FOOTER
Photography by Austen Hart
Photography by Austen Hart