Process

They’re pretty good! The pickles Mitch makes in his craft kitchen are unlike what you’d find at a grocery store. Mitch’s Craft Kitchen is part of Ontario’s cottage economy. Mitch’s pickles are a hit with his friends. So are his hot sauces. That’s why Mitch decided to make it somewhat official. He had a design that his beloved tattoo artist whipped up for him. The only thing was the text wasn’t what Mitch wanted. With the tattoo artist’s blessing, Mitch asked me to modify and come up with a type treatment that would be relevant, but also compete at farmers markets and private sales.

I agreed with Mitch. There really wasn’t a way to make Mitch’s Craft Kitchen work with the current hand-drawn type treatment. So, I altered the old logo to give it a clean slate.

I chose Hasty because it looked like it could be etched into a substrate with sharp blades like the ones depicted in the artwork. It is also bold and attention-grabbing.

The supporting typefaces are Futura and Futura Condensed. These geometric sans-serif typefaces helped to establish trust and credibility. It’s a balanced typeface with tall ascenders making it one of the more cleaner types at smaller point sizes.