objective.

This project was a try-out for a job listing, in which the company presented a design brief for a fictional pop-up restaurant that needed branding and some print media worked up. The brief was for a hospital-exclusive pop-up which featured beets as the main ingredient for its menu items. The deliverables were to be a logo and one POS flyer. Everything needed to be steered towards a demographic that included doctors, nurses, hospital staff, patients, etc.

solution.

I began with the obvious starting point, a beet. I knew pretty much immediately that I wanted to do some sort of beet-heart combo thing (heartbeet?) and began working towards that end. It was tough to walk the line of not making it look too much like any other fruit/veggie. The wrong leaves could turn it into a strawberry. Too narrow and it becomes a radish. But I think I found a happy place where it reads as both a heart and a vegetable. I picked a trendy serif display typeface that I believe works well with the fun and vibrant feeling I was shooting for. And of course, I also made sure everything worked in a single-color.

The print was pretty fun to do as well. I wanted these fictional dishes to be the main focus of the piece. Sure I could’ve used stock photos of doctors or whatever, but my thoughts were:

• This business will cater to more folks than just medical professionals, so it needed to be a little more inclusive.

• I wanted to inject more energy than I think a simple stock photo could’ve delivered.

That’s why I decided on using stylized type to draw the reader in. I wanted it to be humanized, so I hand-drew a lot of the elements, adding small flourishes to the imagery and whatnot.

Oh, and I generated the food photography using AI. There was no way I was gonna find usable photos of these beet dishes, so y’know.

After all that, I landed on what I believe to be some solid beet branding and a nice flyer to pair with it.