In 2021 I was hired as a freelancer to develop a logo and branding system for a new business in Scottsdale, Arizona called Blendid. The concept was a café and drive through that served up shakes and smoothies to the rapidly growing health- and fitness-conscious population in the affluent Phoenix suburb. Everything on the menu would not only be all-natural and calorie conscious, customers could choose to add a variety of superfoods and protein powders to their drink to really boost their nutritional value.

The owners wanted the business to have a light and airy feel featuring pastel colors that celebrated the beauty of the desert paired with natural textures in a cheery, brightly-lit space that would be located near a cluster of high-end specialty spas and gyms in the Arcadia/Biltmore area. The target demographic included both men and women so care was taken to avoid making the brand appear too feminine.

Blendid had not yet launched and had no existing brand assets so I started from scratch with hand-drawn concept sketches. I worked with the owners and marketing manager to refine those concepts into a fully-developed logo and brand system as well as some potential swag. Unfortunately, the business never made it off the ground and the project was ultimately scrapped but I loved what we created together and thought it was a great learning experience so I’ve turned the project into a case study.