This brand identity was created to accurately reflect organic and local ingredients, professional passion, and community that is at the very heart of Green Artichoke Catering’s The Long Table.

Every colour is taken directly from fresh and real dishes created by GAC. The photographed session that inspired the colour palette can be seen here.

Every illustration is seasonally inspired and hand-illustrated to bring focus to the authentic heart behind The Long Table.

Illustrations were done to reflect the fresh ingredients in their best seasons. Based on Chef Kyle’s recommendations, each season contains 4-6 hand-drawn illustrations that have been preserved to reflect a hand made and authentic feel.

The concept is refined, simple, and inviting – enough to bring anyone up to the table for new friends and a delicious meal. A serif font was selected to highlight simplicity, sophistication, and allows for a typeface that is timeless. The finalized concept was created to showcase something that is local, sophisticated, and inviting. The design was inspired by farm-to-table and organic food sources but does not rely on trendy or outdated imagery.

Art direction, design, illustrations and photography by Natahsha Priya.

Custom illustrations were turned into a pattern – used seasonally with each menu.

Early Spring illustrations: (March – May) Asparagus, rhubarb, peas, morel mushroom, and fiddleheads.
Summer illustrations: (June – August) Fennel, honey, tomato, salal berry, and salmon.
Early Autumn illustrations: (September- early October) Albacore tuna, chanterelle mushrooms, artichoke, and garlic.
Late Autumn illustrations: (October – November) Beets, carrots, apples, and brussels sprouts.

The finalized brand package included 1 main logo, in addition to 5 alternates, and a colour palette of 6 colours to complement each season.

An unused concept was a lighter and more contemporary approach.

The second unused concept was influenced heavily by “farm-to-table,” but didn’t reflect the fine dining experience offered by Green Artichoke Catering.