Beyond Product Design - Branding

Artichoke

Artichoke (ארטישוק) is a wordmark and brand mark for a fictional coffee house in the Galilee, designed in a logotype workshop led by Ariel Adler. The brief was narrow on purpose: take one name and turn it into a single, deliberate mark.

Course ProjectBrandingLogotypeLetteringFont Creation

Role: Solo - Logotype Design
Course: Logotype Workshop
Guided by: Ariel Adler
Timeline: 2023

01Brief

One word, built by hand

The workshop's focus was letterforms, not brand strategy - one name, redrawn until it reads as a single shape rather than a row of typed letters. Artichoke, which doubles as the Hebrew word for the vegetable, became that name, paired with an imagined Galilee coffee house to give the letters somewhere to live.

A handwritten mindmap on dotted paper, branching out from 'coffee house' into words like green, warm, and Galilee, alongside pencil sketches of a coffee cup, coffee beans, and flames — Early word associations, before any letterform work began.

02Applications

From rules to a finished system

The brief kept coming back to two rules: a good logo has one clear focal point, and good typography treats every letter as part of a single image, not a row of separate glyphs.

Deep Ink

#1D463B

White

#FFFFFF

Cream

#E8E1D9

A single flat color, and the mark still holds together.

The mark, hung outside the door.

The same mark, on textured cream stock.

Reversed again, on kraft-toned paper.