I began by reviewing different types of businesses and their brands, large and small. Within the scope of the course (6 weeks in duration), I chose to develop a brand for a small business. Having already worked on brands in education, nonprofit organizations, and events, I wanted to explore a different kind of business: food and drink.

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I reviewed brands and designs for restaurants, wine labels, breweries, etc. and came to the observation that the non-alcoholic sector was extremely underrepresented. Personally, I found this niche area of food and drink interesting and important for representation and development. As a non-drinker myself, I have found it challenging to find a place where not imbibing alcohol wasn't stigmatized, or at least met with some resistance. So I created Tova, a non-alcoholic bar catered for adults in the Los Angeles area for non-drinkers and the sober curious. 

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"Tova" is the word meaning "good" in Hebrew. I felt that this name fit with the concept of a non-alcoholic bar because of its simplicity and thought it might resonate positively in a cultural mecca home to a large Jewish community. 

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The colors were chosen to cover an inviting range of cool and warm hues. The cranberry red was selected to evoke a bright, warm feeling. The deep turquoise was selected to balance the red with an inviting coolness for a chic, adult vibe.

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The primary and logomark font used is Garlic, a serif font with quirky terminals and ascenders. The secondary font, used mainly for text and communications, is Bodoni Book 72, a classic serif to reflect a mature feel to the brand.

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Advertising was created by taking images of my own for a separate project circa 2014 featuring a very real bar, Khong Ten in Los Angeles. The drink featuring Pomp and Whimsy is a real gin brand, but was re-fitted to represent a non-alcoholic gin alternative. Mockup images were taken from the Soft Spirits website (floral drink) and Unsplash (menu, phone, laptop).