SooGood: Smoothies & Coffee
June 2014

SooGood is a smoothie and coffee shop coming to Natick, MA in the summer of 2015. With a focus on providing healthy alternatives to classic grab n' go foods and beverages. SooGood uses only the freshest ingredients in all of their items, with this in mind I set out to create a brand evoked a feeling of freshness.

While sketching ideas for the SooGood logo, I struggled to convey the tactile quality of freshness while creating an impactful mark. It became very clear that a huge aspect of SooGood was rooted in the visual appeal of food. I strived to capture the experience of walking through a farmers market or browsing the local grocery store. Half the appeal of fresh foods is the imperfect nature of each unique fruit or vegetable. I leveraged this inherit beauty and used it as the driving force behind the SooGood brand.

Photo Credit: @haveitsogood

More Work:

Big Red & Shiny

Identity Development, Website Design

ryanarthurs.com

Website Design

Mersana Therapeutics

Website Design

think: Ecolabels

Data Visualization

Donald McKay K-8

Identity Development

Commonground Conference

Poster Design

Burton Catalog

Print Design

100 Keepsakes

Data Visualization, Animation

Height Of Land

Print Design

chow tv

Identity Development, Animation