Jewel: Brand Development, Photography, and Art Direction

Jewel is a local, plant-driven restaurant resting in the heart of Silverlake, a diverse and tightly-knit neighborhood populated by creative people with disposable income who care deeply about their community and are invested in its future.

Addressing the lack of both healthy and affordable food options in the specific area, Jewel serves gourmet, plant-based breakfast and lunch, coffee, vegan baked goods, and fresh grab-and-go meals that are made with beautiful intent and care.

The visual system is inspired by the look and feel of crystals, allowing some play with abstract shapes, handcrafted textures, and bold jewel-tone colors. In particular, the logo is an abstraction of crystal formations, yet also plays off the palindromic nature of the word “Jewel.” These aspects serve as a foundation a welcoming space for everyone to enjoy. In response to the frou-frou pretense of many plant-driven establishments throughout the city, we created a space that is energetic yet warm and inviting, especially for those looking for a better type of meal for themselves without enduring an “experience” or “affirmations.”