Yo, Farmboy! Oh man, super stoked they're open for business! Located in Chandler, Arizona, "guests at Farmboy enjoy authentic Smoked Meats and Sandwiches, in a rustic and comfortable environment."
Thanks to Allison over at Seth Design Group for letting me help out on this branding project! After briefing on the project, we started logo options and built from there. She said it needed to be vintage-y and farm-y so after putting an additional moodboard together for some lettering directions consisting of vintage song sheet titles among others, I had a visual aesthetic that I definitely wanted to play in.
You see? Nothing too crazy, I really love the large extended dropcaps on these vintage references and of course the slanted baseline helps bring it more into that vintage space too! And I definitely loved the linework border around the first references, I thought that'd be a great way to frame the subtag and allow it some rhythm and bounce.
Secondary Lettering Styles
I was tempted to use the same lettering as the subtag on the logo, buuuut I felt it was too thin and whenever phrases are shorter and I can stack them, I like to go thick. THICK. Or I guess design folk would called it BOLD. And I got to letter a fun ampersand! So then the challenge becomes, how do I introduce another lettering style into the mix already created by the lowercase & cap of the logo and then the all caps of the subtag?
So, for me, the easiest way to build onto the lettering family already created was to take that logo lettering and flesh it out to create a small cap version. In the end, I made sure all the dropcaps still talked to each other and then taking that stem thickness and the slight flairs I built off the serifs in the logo and subtag, I shaped the small caps in the staff shirt designs. I also introduced a ball terminal you see in the bottom bowls of the P and Bs to simulate a swoop looping back that you don't see in the logo lettering. That all stemmed from the ampersand! After creating that I really liked it since I think it adds another fun little quirk that helps everything look authentic and warm.
Lettering At Large
I love murals. MURALS. And I love it when I get to see my lettering so big. So it was a super pleasant surprise when I saw the shirt lettering used large behind the cash register on FB's Instagram page.
So that's my lettering/illustration contribution to the great Farmboy brand. As more images go live, I'll create a project page on my main site. Congrats to Farmboy and Allison for all their hardwork in getting it ready for primetime!
For more of my Food work with Seth Design Group, check out this quick one-page scroller collection I've put together: The Food Collection