I personally really love the simplicity and shape of this logo. I feel like the arch is versatile and works with all of the illustrations. Another aspect of their logo and branding that really stands out to me is their color and color pairings. They accentuate the flavor and the fresh bubbly taste of the soda. I also love the pairing of the first san serif font of their logo with the secondary font that seems to push a homemade, vintage feel. As a designer with a strong influence in fine art and illustration, I really appreciate their illustrative logo on the can that is simple but feels like a healthy stamp of approval stating “plant powered” and “microbiome approved”.

Here is another example of their use of illustration. Their flat color and line work of this little piece stick with the thin line of their stamp looking logo on the can while their flat colors tie in the color palette associated with the brand.

I also had to show this picture of their website homepage because their little setup for this photo is so clean and simple. The wavy line at the bottom also adds that accent of liquid and the organic fluidity that they use in their illustrations.

So here is a logo that I have an issue with. The inconsistency of their fonts, color palette, and overall lack of branding really limit the potential design identity of this shop. To give some background, this shop sells candles, tie-dye, crystals, and other things bohemian. I love a fun bohemian 70’s moment as much as the next designer. However, this logo and font do not convey their theme well or at all. Their font on their overhang is a sad version of what could have been a classic 70’s inspired font. Nothing about their typeface that is used in conjunction with their logo says groovy either. This tall font reads more industrial and 20’s inspired than anything natural and earthy.

I decided to include this photo to show this sign. Yes is it a giant standing green grasshopper, but once you look past that you may realize this more organic, funky font. Do I think this is the best choice, heck no but I do think this font demonstrates their shop and gifts better than the typeface on the overhang or on their logo, yes. I also have to say, the grasshopper himself is quite unappealing and could use a less personified update.