Lindsay Haag came to me last year with the idea for her new business and needed help to create a logo to match her unique approach to nutrition. The goal of Off Beet Nutrition is to provide powerful weightloss tools to people through mindfulness, nutrition counseling, workshops, cooking classes and more. With Lindsay's versatile background of nursing, nutrition and chef training (what DOESN'T this woman do?!), we knew that we needed to create a logo that would capture her audience's interest enough to make them want to learn more.
We ended up with an adorable and quirky logo system that will allow Off Beet Nutrition to instantly connect with people who want a different approach to the way they see + think about food. The colors feature purple inspired by the beet (grounded, intentional, and deep) and a pop of green that really brings the palette to life (freshness, health, vitality). The fonts we selected go right along with the theme of being 'off beat' with the main text showing a bit of flair and pairing it with a super clean + modern font to balance it out. Keep reading below to get a look into the design process.
Off Beet Nutrition's target audience is people who are looking to lose weight as part of their overall well-being (physically, emotionally, and spiritually) in a sustainable way. So obviously a beet would be the main focus of the logo. The clever wordplay in the name lets you know that Lindsay's approach to nutrition is not going to be just like everyone else's, and we absolutely wanted to highlight that fact! We wanted to design a playful and fun logo to offset a sometimes overly serious field.
We started by creating a selection of logo concepts that would represent Off Beet Nutrition as a whole:
After seeing these initial logo concepts, Lindsay was drawn to the beet icon in Concepts 1 & 2, but loved the layout and fonts from Concept 4. We combined these two directions and refined the fonts, colors and layout to come to the final logo design. Once the main logo was in place, we developed a circular submark featuring the beet icon to give her some versatility depending on how she wants to showcase the logo. In the end Lindsay walked away with a beautiful logo system to build upon and act as the foundation for Off Beet Nutrition's overall brand.
From the client:
"Lindsey is incredibly professional and talented. She went above and beyond to capture the essence of my brand in my logo. The overall process was very smooth and collaborative — I loved all of the logo options she came up with, but she continued to work with me until we had exactly what I wanted. She clearly cares about what she does, which is evident in her work and her follow up. I would absolutely recommend her to anyone who is looking for a logo or branding help and I won't hesitate to work with her again in the future."
- Lindsay Haag, Off Beet Nutrition