Watson’s Organic Market & Café Rebrand

I spent roughly 6 months working on this project on and off. Watson’s is a local health food store in Visalia, CA with a deli that serves healthy food options next door. It was recently purchased by the Cantu family who also own Ziaya’s down the street on East Main (it started as a furniture store across the street from the Fox Theater, which I also used to design printed materials for back in the mid-to-late 2000’s.), so this is kind of a full circle moment for me. They wanted a simple logo with earthy-yet-feminine colors.

We actually completed an archetype exercise prior to even beginning the work to nail down archetypes of the people running this place in order to better suit the brand. In the end, I ended up designing their digital menus and their labels on top of the logo, store signage and business card.