I’ve always been interested in ways to live a healthy lifestyle while feeling good, and when I had the opportunity to create my own concept for my very last year in graphic design at CAD, it was an evidence for me it had to be something with healing food. As a result of immersing myself in health documentaries and reading alternative health studies, I had also just started to develop an incredible interest in holistic nutrition and alternative treatments at that moment, so it was definitely the right time.
I wanted to do something that would gently introduce people to taking care of their health, the natural way, without being too stuck up or stereotyped. Stereotypes often include fitness freaks, hippies and such. I wanted a neutral, cool identity in which everyone could feel welcome in. So I made up a multidisciplinary space which was an organic/veg/local/health-promoting eatery, a shop, a space for screenings, workshops, talks. A place where you could do anything whether it is eating healthy, talking, learning, shopping, where anyone could feel welcome, get inspired to change their lifestyles, get more conscious, aware, responsible of their minds, bodies and the beautiful healing earth we live in. Of course I get very passionate about it, because I wish a place like this would actually exist!
For this project, I had to work on the entire range of my concept, from basic prints (business cards, graphic guidelines) to web (mobile app design, web design), including packaging work (cups, forks, bags). I even produced stickers! The main highlight in it, graphically speaking, was the use of vintage patterns. At that time, I was very interested in old medicinal botanical books, so I got a bunch of them, scanned the most beautiful illustrations of edible healing foods and started playing with them. Thankfully, it worked and complemented my logo well.