This one never made it across the finish line, but it’s still one of my favorite identity concepts I’ve worked on.

I created this direction for Susie’s, building the mark around a custom script wordmark and a simple cherry illustration that gave the brand a little personality without losing its polish. The final client direction went somewhere else, which is just part of the process, but I’ve always loved how this one came together.

Not every good idea gets chosen. Some are still worth sharing.