Harvest Table

Harvest Table is a conceptual farm-to-table restaurant designed to celebrate sustainability, community, and local food culture. This project showcases branding, menu design, promotional materials, and social media assets aimed at creating a cohesive, high-impact visual identity.

Problem Statement

In today’s competitive food industry, restaurants need a strong, unified brand presence that highlights their unique values to attract and retain customers. For Harvest Table, the challenge was to design a visual identity that conveys freshness, sustainability, and local pride while maintaining aesthetic appeal and functionality across different mediums.

Objective

To create a versatile and visually striking brand identity for Harvest Table that includes:

• A memorable logo and cohesive brand system.

• User-friendly and appealing menu layouts.

• Effective promotional materials and engaging social media graphics.

Social Media posts with consistent Harvest Table styling, creating a brand aesthetic that reflects the standards of the restaurant.

Process

1. Research & Discovery

• Conducted competitive analysis of farm-to-table restaurants to identify design trends and gaps.

• Developed a brand persona emphasizing sustainability, freshness, and warmth.

• Created a moodboard with earthy tones, rustic textures, and clean typography.

2. Brand Identity Development

• Designed a minimalist logo featuring a wheat stalk and leaf to symbolize nature and local agriculture.

• Selected a harmonious color palette of deep greens, warm browns, cream, and golden yellows.

• Chose typography combining a rustic serif for headers and a clean sans-serif for readability.

3. Design Execution

• Menu Design:

  • A dine-in menu with a focus on hierarchy and seasonal imagery.

  • A takeout menu featuring an illustrated map of local farms.

• Promotional Materials:

  • Event flyers for “Seasonal Tasting Night.”

  • Table tents highlighting featured dishes.

  • Branded gift cards.

• Social Media Assets:

  • Instagram carousel posts showcasing seasonal dishes.

  • Branded story templates for announcements and engagement.

4. Mockups & Presentation

• Created realistic mockups to visualize designs in real-world settings:

  • Menu layouts styled with fresh ingredients.

  • Flyers displayed on bulletin boards.

  • Social media posts on smartphone screens.

Results

The final designs successfully embodied Harvest Table’s values of sustainability and community, providing:

• A distinct and memorable brand identity.

• Functional, user-friendly menu designs that enhance the dining experience.

• Compelling marketing materials to drive customer engagement both online and offline.

Reflection

This project challenged me to maintain consistency across multiple touchpoints while emphasizing storytelling through design. By balancing creativity with functionality, I created a cohesive brand identity that communicates the essence of farm-to-table dining.