The Beetroot is a dine-in and take-out restaurant celebrating fresh, homemade vegan foods and baked goods. The goal for this project was to create an identity for a smaller brand and focus on the fun, community-driven, and tight knit elements but execute it on a bigger and more professional scale to really set the brand apart and give room for future growth. The patterned image works as the centrepiece for the rest of the branding elements and is featured on the packaging and business cards, and even as a very subtle overlay on the menu and business card fronts. I played with various layouts and alternate iconography for the logo as options depending on the usage. The logo has no set colour and can be used with any colour from the brand's palette which is demonstrated below.