The Homestead  |  Brand Identity

For this project, I invented a fully sustainable and environmentally friendly restaurant, called The Homestead, which is located on the farm where the food is produced.The definition of a homestead is a house or estate and the adjoining land, buildings, etc, especially a farm. The action of homesteading is a lifestyle of self-sufficiency; homesteading is not defined by where someone lives, such as the city or the country, but by the lifestyle choices they make. From the menu and design of the restaurant to food processing and waste techniques, The Homestead has carefully thought out every way possible to reduce, reuse and recycle all while maintaining a welcoming atmosphere and of course, delicious food. The target audience for this brand is young to middle aged progressive people who have a love for the environment. Our competitive difference is that we are the only fully sustainable restaurant in the US located on the farm where the food is being naturally produced. You can sit on, look at, taste, and read about all of the projects we employ to make our restaurant as environmentally friendly as possible. The logo design for The Homestead was based on rays of sunshine and beautiful rolling hills of the farm, creating a utopia for environmental friendly food. The invitation design showcases the sustainable process for creating that jar of “Just Jam”. The menu was created by cards laminated together, referencing the transparency between the customer and the projects in place at The Homestead. The take-out boxes were designed with inspirational quotes about living sustainably, so when customers take food home, they are reminded about this lifestyle. The self-mailing postcards were eye-catching advertisements that would draw in more customers eager to make an impact.