​​​​Opened by two brothers in 2019, Planted serves 100% plant-based global street foods out of a vintage shipping container in the charming Multnomah Village neighborhood of Portland, Oregon.

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The wealth of Portland's of quirky food cart culture meant they  they needed an exciting brand identity to grow awareness among the city's dining crowd and attract fans to the cart.

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The main thing I wanted to convey was that this plant-based food would make even most voracious carnivore drool. It's raucous, not dour. Tantalizing, not bland. 

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Starting from their existing alligator mascot, ​I began with a funky new wordmark, mutated from the open-source Apfel Grotesk typeface by Italian foundry Colllettivo. The color palette, reflecting the exciting, spicy flavors of their cooking, was inspired by an old kids' book my parents brought back from a Caribbean island in the 90s.

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Photos centered the owners handing food through the window, capturing the connection inherent in cooking and sharing food. Color editing made sure every dish looked appetizing, and I provided Lightroom presets provided for future use.

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Revamping their website on Square, I infused it with personality and moved customer favorite menu items to the homepage to boost conversions. 

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Sales and engagement are through the roof, and Planted is becoming not only a community favorite but a cultural hotspot in the neighborhood, complemented by a local brewer's small-batch beers, and live music on weekends.