Restaurant & Bar located at Hollywood & Vine, Los Angeles
ServicesBrand Identity Design
Visual Brand Guidelines
Taking its name from the farmlands and lemon groves that once prospered throughout Hollywood before it was developed into the city we know today, this indoor-outdoor restaurant and bar at The Aster in LA will provide an unexpected departure from the urban setting which surrounds it.
The identity of Lemon Grove was inspired by a mixture of vintage Hollywood, organic foliage, and mid-century simplicity. The goal was to create an identity system that could span the different uses of the space and create a welcoming environment.
The tree icon carries most of the identity with the word mark and other elements providing a supporting role. We wanted to create a feeling of warmth and simplicity while layering texture and intrigue.