FARE




Branding / Identity / Packaging

Coming to Downtown Chicago in 2018, FARE is a fast casual restaurant focusing on sustainable food sourced from local farms.





Owners Britni and Kasia wanted a brand that focused on the ingredients first and foremost. Fruits, vegetables, and grains permeate the iconography of the FARE identity. A quirky Art Deco typeface is paired with a geometric sans-serif, then contrasted with 18th century scientific illustrations. It is a meeting of new and old, highlighting freshness, textures, and flavor. The process starts with type studies, then logo, patterns, and a color palette. These decisions are then implemented in the menu design, packaging mockups, and print / product collateral.