In 2015 I co-owned Vital Foods, a small organic grocery, and vegan cafe, with a team of five. Though hired to implement and maintain their website, I quickly began designing identity and marketing materials.
The logo was the first step in a rebranding effort. I kept several elements of the original logo: sun rays, and two of the colors. The goal was to evoke a fresh taste, full of energy. I chose the type to imply both structure and verve, and the V quickly became a standalone design element.