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Graphic Design

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about esther

Graphic design is basically collage — but to build that collage, you need the right Lego bricks: your color palette, type choices, grid, photography style, textures… all of it counts.

These pieces aren’t just decoration — they’re how the work speaks.

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For representing the idea of healthy and fast food, a hand-written script typeface became my first option. The geometric shape of “R” was perfect for the logo brand of RADISH.

I drew the shape by following the natural movement of drizzling sauce on food.
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I picked up some vegetables widely used in the realm of health food to make these patterns. The idea was borrowed from Chipotle because they share the same market as RADISH.

I designed a radish icon for the branding. But the designers believed an ”R” was good enough.

During the first critique, I made a list of suggestions.

1. More legible “R”.

2.No icon.

3. No ®

4. The split ink at the end of R needed to be clarified because it looks like a mistake. Or delete it.

5. The marketing target is youngsters in NYC. Therefore, make it new and energetic and worth a try.

6.The color palette looks too traditional for a food brand.

7. The brush stroke of patterns doesn’t complement the minimal shape of “R”. Go either way.

Thus I added more legibility and movement to the “R” and stepped forward on my color palette choice.

I removed the brush stroke and created a dynamic pattern/icon based on what I already had.

The color palette and typeface selection

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