Hark! Cafe is a plant-based, gluten-free bakery in Minneapolis, MN. They came to me looking for a logo to build their brand (and a community) around that was artistic and playful, but still sophisticated. I was inspired by the story behind their name, which gives a nod to the “Harkness method”—a round table discussion where every voice is of equal importance. The final logo strikes a balance between casual and classy with a letterpress-style typeface and a jaunty exclamation point that alludes to the plant-based dining experience (complete with seats around a round table!)

• Brand identity // logo design

• Brand strategy (established user personas)

• Typography

• Storytelling